Marketing Strategy and Planning
| Structure Type: | Course |
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| Code: | KD07BMMA208 |
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| Type: | Elective |
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| Level: | Bachelor |
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| Credits: | 4.0 points |
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| Responsible Teacher: | Viljamaa, Anmari |
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| Language of Instruction: | Finnish |
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Course Implementations, Planned Year of Study and Semester
| Curriculum | Semester | Credits | Start of Semester | End of Semester |
| LITAKO-2013 |
2 spring |
4.0 |
2015-01-02 |
2015-07-31 |
| LITAKO-2014 |
2 spring |
4.0 |
2016-01-01 |
2016-07-31 |
Learning Outcomes
The student demonstrates the capability to plan marketing on both strategic and operational level. The student can assess the competitive position of the firm in relation to market environment, and can apply said knowledge in planning marketing to gain competitive advantage. The student can draw a marketing plan for a firm.
Student's Workload
Total work load of the course: 106 h
- of which scheduled studies: 40 h
- of which autonomous studies: 66 h
Prerequisites / Recommended Optional Courses
Virtual enterprise activities, Marketing Thinking.
Contents
- Background analyses
- Competitive advantage and position
- Competition Act (948/2011)
- Marketing strategy
- Writing a marketing plan
Recommended or Required Reading
Hooley, G., Piercy, N., Nicoulaud, B. (2007). Marketing Strategy and Competitive Positioning
Availability: http://tiny.cc/a3vxkx
Lahtinen, J. & Isoviita, A. (1998). Markkinoinnin suunnittelu
Availability: https://plari.amkit.fi/vwebv/holdingsInfo?sk=fi_FI&bibId=25223
Kotler, P. & Keller, K. (2006). Marketing Management
Availability: http://tiny.cc/4dwxkx
Trout, J. & Hafren, G. (2003). Erilaistu tai kuole. Selviytyminen tappavan kilpailun aikakautena
Availability: https://plari.amkit.fi/vwebv/holdingsInfo?sk=fi_FI&bibId=45511
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures and excercises.
Assessment Criteria
Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student demonstrates excellent capability to plan marketing on both strategic and operational level. The student can assess the competitive position of the firm in relation to market environment, and can apply said knowledge in planning marketing to gain competitive advantage. The student can draw a marketing plan for a firm.
Good (4-3): The student has done the work well and participated actively. The student demonstrates good capability to plan marketing on both strategic and operational level. The student can assess the competitive position of the firm in relation to market environment, and can apply said knowledge in planning marketing to gain competitive advantage. The student can draw a marketing plan for a firm.
Satisfactory (2-1): The student has done the work and participated as instructed. The student demonstrates the capability to plan marketing on both strategic and operational level. The student can assess the competitive position of the firm in relation to market environment, and can apply said knowledge in planning marketing to gain competitive advantage. The student can draw a marketing plan for a firm.
Assessment Methods
Written excercise.
Work Placement
None.
Further Information
The course accrues 4 R&D credits
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