Enrolment options

23E21050 - Marketing, strategy and firm performance, Lecture, 7.1.2025-13.2.2025

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

After the course, the student should be able to

- differentiate roots to sustained competitive advantage

- assess critical success factors, competitive landscapes and competitive strategies

- review and evaluate business environment turbulency

- describe and evaluate business models

- design creative and viable strategic responses for the management 

- evaluate viability of strategic decisions.

In addition students will understand 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: 07.01.2025 - 13.02.2025

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Sanna-Katriina Asikainen

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

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

  • valid for whole curriculum period:

    Strategic marketing, 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 for whole curriculum period:

    Grading is based on course assignments.

    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. 

     

     

Workload

  • valid for whole curriculum period:

    6 credits, 160 hours:

    • In-class: 24 h
    • Out-class: 136 h

DETAILS

Study Material

  • valid for whole curriculum period:

    A collection of articles and cases assigned by the lecturer.

Substitutes for Courses
Prerequisites
SDG: Sustainable Development Goals

    12 Responsible Production and Consumption

FURTHER INFORMATION

Further Information

  • valid for whole curriculum period:

    Teaching Language: English

    Teaching Period: 2024-2025 Spring III
    2025-2026 Spring III

    Registration:

    The number of students admitted to the course is restricted to 80. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) CEMS-students, (3) BIZ exchange students, (4) Aalto BIZ B.Sc. students with 150 credits, (5) other BIZ students.

Rules of Conduct - Students´ Rights and Responsibilities (in force from 1 August 2020)

Aalto University Code of Academic Integrity and Handling Violations Thereof

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