Marketing PlanningLaajuus (5 cr)

Objective

The student knows the marketing planning theories, models and concepts. The student understands the importance of holistic thinking in marketing planning. The student understands the importance of marketing analysis in strategic planning and management. The student knows different analysis and planning tools and is able to use them in strategic marketing planning.
The student knows how marketing strategies and plans are developed and understands their relevance in practice.
The student is able to use different tools in marketing planning.

Content

Portfolio analysis, industry analysis, market analysis, business environment analysis, competition and customers, competitive advantage, positioning, growth strategies, marketing strategy and plan.

Qualifications

The basics of marketing

Assessment criteria, satisfactory (1)

1= The student knows the basics of marketing planning. He/she is able to form simple marketing strategy and plan and make simple marketing decisions based partly on goal formulations.
2= The student knows the basics of marketing planning and is familiar with the basic concepts. He/she is able to form a simple marketing strategy and plan and is able to make basic marketing decisions based partly on goal formulations. The student is able to present the results but the conclusions are incomplete.
3= The student knows the concept of marketing planning comprehensively and is familiar with all the basic concepts. He/she is able to form a marketing strategy and plan and is able to make marketing decisions based on goal formulations. The student is able to solve marketing decision problems by utilizing theoretical background and literature and displays problem solving and decision making skills.
4= The student applies the holistic marketing concept effectively. He/she is able to independently collect, apply and deliver information from versatile sources and is able to make a synthesis of the theory. The student is able to form a workable marketing strategy and plan and is able to make credible marketing decisions based on clear goal formulations. He/she is able to solve marketing decision problems by applying a synthesis of the theoretical background and literature to the pragmatic situation and displays good problem solving and decision making skills.
5= The student possesses advanced skills in marketing planning theories and concepts. He/she is able to collect, combine and apply information in order to analytically study different courses of action to solve decision making problems and displays excellent problem solving and decision making skills. Student is able to form a creative and professional marketing strategy and plan. He/she is able to make credible marketing decisions based on clear and thoroughly justified goal formulation and comprehensive situation analytics.