Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


The student understands the strategic role of marketing and marketing-related business processes in the context of a firm s business model. The student is familiar with conceptual tools for driving strategic marketing excellence, developing successful marketing strategies and assessing marketing s contribution to company performance.

Credits: 6

Schedule: 29.06.2020 - 31.07.2020

Teacher in charge (valid 01.08.2020-31.07.2022): Sanna-Katriina Asikainen

Teacher in charge (applies in this implementation): Martinius Wetzels

Contact information for the course (applies in this implementation):

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English


  • Valid 01.08.2020-31.07.2022:

    Marketing as a strategic management issue, market-oriented strategies, marketing performance measurement and analytics, competitive actions and dynamics, dynamic capabilities, marketing s role in innovation and organizational renewal.

Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    Grading is based on course assignments (50%) and an exam (50%).

    Lectures are interactive. The sessions combine in-depth theoretical discussions with applied cases, which help the students learn how to put state-of-the-art theories into practical use. The students are required to make preparations for each session and are assumed to actively participate in the classroom discussions. 


    Spring 2021: Grading is based on course assignments (80%) and an exam (20%).

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours:

    • In-class: 24 h
    • Out-class: 133 h
    • Exam: 3 h


Study Material
  • Valid 01.08.2020-31.07.2022:

    A collection of articles assigned by the lecturers.

Substitutes for Courses
  • Valid 01.08.2020-31.07.2022:

    Replaces courses 23E21090 Markkinastrategia ja kilpailuosaaminen, 23E21000 Strategic Marketing and Company Performance, 23E23000 Marketing Strategy and Competitive Advantage and 23D590 Markkinastrategia ja kilpailuosaaminen.

SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth

    9 Industry, Innovation and Infrastructure