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.
LEARNING OUTCOMES
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: 11.01.2021 - 23.02.2021
Teacher in charge (valid 01.08.2020-31.07.2022): Sanna-Katriina Asikainen
Teacher in charge (applies in this implementation): Sanna-Katriina Asikainen
Contact information for the course (valid 09.12.2020-21.12.2112):
Associate professor, Sanna-Katriina Asikainen, sanna-katriina.asikainen@aalto.fi
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
Content
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.
Applies in this implementation:
After the course, student should be able to:
differentiate valuable resources as roots for SCA and various comp. strategies
assess CSFs and competitive environment
describe and construct mental models
describe and evaluate how H&B affects judgement and DM
review and evaluate business environments’ turbulency
explain contingency perspective and strategic orientations concept
distinguish different forms of relationships between SO and performance
evaluate potential moderating factors and the viability of strategic decisions in various conditions
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%).
Workload
Valid 01.08.2020-31.07.2022:
6 credits, 160 hours:
- In-class: 24 h
- Out-class: 133 h
- Exam: 3 h
Applies in this implementation:
In-class hours: 24h
Out-class hours: 136h
· Reading assigned materials: 36h
· Watching assigned video clips: 5h
· Doing three Perusall assignments: 12h
· Doing other assignments: 5h
· Solving two HBS cases: 40h
· Solving business case: 16h
· Preparing for exam: 19h
Exam: 3hTotal: 160h
DETAILS
Study Material
Valid 01.08.2020-31.07.2022:
A collection of articles assigned by the lecturers.
Applies in this implementation:
See detailed course syllabus (available in MyCourses).
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.
Registration for Courses
Valid 01.08.2020-31.07.2022:
Registration via WedOodi. Check registration time in WebOodi.
NOTE: Mention your group of priority upon registration.
Applies in this implementation:
NOTE: This course is based on discussion based teaching and learning via reflections in class (based on work prior class meeting). Thus, instructors reserve the right to call on any student at any time on any question or course material for which we have requested preparation. Your grade is partially dependent on your class room behavior and your discussion contributions: not just saying something to show preparation, but building off the comments from classmates and the teacher to work toward understanding problems and generating alternative solutions. As Espen Andersen and Bill Schiano write in their book: ”Good participation means moving the discussion forward. Great participation happens when everyone, including the teacher, learns something from the discussion.”
SDG: Sustainable Development Goals
8 Decent Work and Economic Growth
9 Industry, Innovation and Infrastructure
FURTHER INFORMATION
Further Information
Valid 01.08.2020-31.07.2022:
The number of students admitted to the course is restricted to 50. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) CEMS-students, (3) Aalto students studying in MSc Program of Strategy, (4) Aalto students studying a MSc Minor in Strategic Marketing. Priority is also given to students who haven t completed the course (or registered for the course) before.
NOTE: Students are required to write own group of priority to further information field of course registration!
Applies in this implementation:
NOTE: This course is based on discussion based teaching and learning via reflections in class (based on work prior class meeting). Thus, instructors reserve the right to call on any student at any time on any question or course material for which we have requested preparation. Your grade is partially dependent on your class room behavior and your discussion contributions: not just saying something to show preparation, but building off the comments from classmates and the teacher to work toward understanding problems and generating alternative solutions. As Espen Andersen and Bill Schiano write in their book: ”Good participation means moving the discussion forward. Great participation happens when everyone, including the teacher, learns something from the discussion.”
Details on the schedule
Applies in this implementation:
See course detailed syllabus.