Only for Master's level students.
M.Sc. (Econ. & Bus. Adm.) 1
|Teacher(s) in Charge
Professor, D.Sc. (Tech.) Sanna-Katriina Asikainen
Professor, D.Sc. (Econ. and Bus.Adm.) Olli Kuivalainen
Junior researcher, M.Sc. (Econ. & Bus.Adm.) Iustin Vadana
After taking the course the students should to be able to:
1. assess underlying concepts and analytically compare theoretically perspectives of marketing management strategy,
2. assess firm's internal and external environments from strategic marketing management perspective
3. describe and assess the range of marketing strategies available to organizations in a range of environmental contexts
4. describe and assess marketing programmes
5. understand the basics in marketing performance measurement
6. develop a marketing plan
7. design and deliver a professional presentation of a marketing plan.
Assessment of the competitiveness of the firm, assessment of the external marketing situation, STP-process, developing marketing strategies and programmes, standardization versus adaptation, relationships in value chain, budgeting, controlling, marketing plan, marketing performance measurement. Corporate social responsibility strategy, customer behavior, customer relationship management.
Lectures, assignments, workshop, seminar, exam.
In-class (35 hours): 2 hour introductory lecture, 20 hours of lectures, 3 hour market research seminar, 10 hours of term paper presentations in a seminar meeting.
Out-class (125 hours): 10 hours for lecture preparation, 40 hours for exam preparation, 70 hours for preparing term paper, 5 hours for preparing a presentation. Course total: 160 hours.
|Examination in Examination schedule (Yes/No)
|Examination in Moodle (Yes/No)
|Examination in Exam (Yes/No)
|Assessment scale and assessment methods
Final grade 0-5. Evaluation 0-100 points: Assignments (50 points): a) term paper (a group work) (40 points). b) presentation of term paper (10 points). c) personal presentation skills within the term paper presentation (pass/fail) Exam (50 points). All assignments (including the exam) must be passed to acquire the final grade. NOTE: Peer evaluation of the group work may have an effect on the grade.
1. Hollensen, Svend (2019) Marketing Management. A Relationship Approach. Fourth Edition. Pearson.
2. Assigned readings.
|Limitation for students? (Yes, number, priorities/Leave empty)
Only for Master’s level students.
|Places for exchange-students? (Yes, number/No)
|Places for Open University Students?(Yes, number/No)