Simulation in strategic marketing management (MARKSTRAT)
| Structure Type: | Course |
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| Code: | KD07BMMA175 |
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| Type: | Free choise |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Rantalainen, Sirkku |
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| Teacher Team: | Rantalainen, Sirkku |
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| Language of Instruction: | English |
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Learning Outcomes
Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students analyse the market, choose target groups and plan how to position their products. Students are able to use market research in decision making to plan an effective marketing mix. They can also draw up a marketing budget and analyse the results of their company compared to their competitors.
Student's Workload
Total work load of the course is 80 h.
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
- market analysis
- the choice of target groups
- positioning
- utilisation of market research in decision making
- planning the marketing mix
- budgeting
Recommended or Required Reading
Manual: Markstrat for Executives
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures, group work and simulation
- independent work
Assessment Criteria
Excellent (5): The student has carried out work to an excellent standard and participated actively and constructively. Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students analyze the market, choose target groups and plan how to position their products. Students are able to use market research in decision-making to plan an effective marketing mix. They can also draw a marketing budget and analyze the results of their company compared to their competitors.
Good (4-3): The student has carried out work well and participated actively. Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students analyze the market, choose target groups and plan how to position their products. Students are able to use market research in decision-making to plan an effective marketing mix. They can also draw a marketing budget and analyze the results of their company compared to their competitors.
Satisfactory (2-1): The student has carried out work and participated as instructed. Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students are able to use market research in decision-making to plan a marketing mix.
Assessment Methods
Assessment is based on the simulation process, presentations and reports.
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