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.
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
CONTENT, ASSESSMENT AND WORKLOAD
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
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%).
6 credits, 160 hours:
- In-class: 24 h
- Out-class: 133 h
- Exam: 3 h
A collection of articles assigned by the lecturers.
Substitutes for Courses
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
- Teacher: Petra Paasonen
- Teacher: Martinus Wetzels