Marketing intelligence
| Structure Type: | Course |
|---|
| Code: | KB02CLIMH5 |
|---|
| Type: | Elective |
|---|
| Level: | Bachelor |
|---|
| Credits: | 5.0 points |
|---|
| Responsible Teacher: | Holma, Heikki |
|---|
| Language of Instruction: | Finnish |
|---|
Learning Outcomes
Students will be introduced to the means, tools and methods for obtaining and mediating market intelligence and to the general sources of market intelligence in the fields of forestry and timber trade in particular. Students will become familiar with micro- and macro-level research and marketing information systems, as well as with how to perfrm market research in the fields of forestry and timber trade with emphasis on the marketing environment of the wood product industry.
Upon completion of the course, students will:
- be competent in systematically utilising market intelligence sources for the forestry and timber trade fields,
- be competent in purposefully utilising information and communications technology in obtaining, processing, storing, distributing, and presenting information,
- have enhanced their knowledge of the markets, marketing and associated issues in the fields of forestry and timber trade, especially in the wood product industry,
- be familiar with market intelligence systems in the fields of forestry and timber trade and be competent in analysing such systems,
- understand the significance of market intelligence as part of the operations in an enterprise and the development of those operations,
- be competent in planning a field-related market study, determining the processes involved in the research process, comparing the advantages and disadvantages of the various ways to gather data, choosing an appropriate method for their own research and in writing an academic text, and
- understand the significance of doing market research as part of an enterprise's information acquistion system.
Student's Workload
Total work load of the course 135 h
- of which scheduled studies 60 h
- of which autonomous studies studies 75 h
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
- Part 1: Managing market intelligence - domestic and foreign markets in forestry, significant market areas and competition, forestry products and marketable products, purchasing and consumer behaviour, and organisations involved in marketing forestry products.
- Part 2: Market research in forestry and timber trade, data systems, planning marketing and execution, demand and supply as well as production of forestry products, markets for raw timber, competition in the forestry product markets, distribution systems, and customers.
- Part 3: Market research and ethics in research, defining the research problem and objectives, compiling a research plan and determining information needs, and gathering information, processing and analysing it.
Recommended or Required Reading
- Markkinatieto yrityksen kansainvälistymisessä. 2001. Fintra publication no. 18.
- Juslin H. and Hansen E. 2002. Strategic Marketing in the Global Forest Industries (assigned pages). Authors Academic Press.
- Lotti L. 2001. Tehokas markkina-analyysi. WSOY.
- Material given for assignments
- Web-pages and databases
- Research pages in both Finnish and English
- Other material to be announced at the beginning of the course
Mode of Delivery / Planned Learning Activities and Teaching Methods
- Lectures
- Supervised assignments to be done independently and in groups + presentations
Assessment Criteria
Grading will be announced during the course.
Assessment Methods
The grade for the course is based on the three parts, assignments and possible written exam. Grades are give on a scale of 1-5.
Work Placement
None
Back