Marketing management (5cr)

Objective

You are able to develop and implement a marketing strategy.
You are able to identify an interlink between a marketing strategy and a sales strategy.
You learn the key features of brand management and are able to utilize them in your professional field.
You know how to use the marketing tools and how to evaluate marketing performance.

Content

How to develop and implement a marketing strategy?
What is the interlink between a marketing strategy and a sales strategy?
What are the key features of brand management?
What are the marketing tools and how to evaluate marketing performance?

Evaluation

Student can
* find, study, produce and evaluate critically multidisciplinary data in the field of marketing management.
* solve demanding problems in research, development and innovation related to the marketing management.
* evaluate and manage independently operations involving individuals and teams.
* evaluate different strategic approaches and justify their use in terms of management and development.

Course material

The course outline and the group and individual tasks are presented in Learn. Additionally, handouts are provided when necessary.

Study forms and methods

Teaching is carried out entirely face-to-face on the Kouvola campus according to the timetable. Remote participation is not possible. In principle, face-to-face teaching is not recorded, and it is not replaced by remote lectures when face-to-face teaching is given. Attendance is necessary to complete the course.
• Teacher guidance is available in connection with the ongoing lessons.
• The assessed tasks are done independently and as a group.
• The course utilizes different feedback methods - written and oral feedback. Peer feedback is also used.

RDI and work-related cooperation

The learning tasks of the course are based on assignments from working life.

Timing of exams and assignments

Learning tasks are completed at the end of each section.
During the study period, a project task is done in groups, which must be ready by the end of the study period.
An exam will be taken at the last face-to-face teaching session of the course.

The course ends at the time indicated in the implementation information. By this time, the student has returned the required tasks, completed any exams and met other requirements for an approved performance.

Student workload

• 1 ECTS corresponds to approximately 27 hours of student work. However, the amount of work depends on your study skills and previous knowledge.
• In the 5-credit course, the student's workload is approximately 135 hours.

Course part description

The project task is evaluated by the lecturer and peer feedback.

Further information

Further details of the course completion are presented at the start of the course. For additional information, please contact Slaveya at slaveya.hamalainen@xamk.fi.

Evaluation scale

1-5

Assessment criteria, good (3)

Student can
* find, study, produce and evaluate critically multidisciplinary data in the field of marketing management.
* solve demanding problems in research, development and innovation related to the marketing management.
* evaluate and manage independently operations involving individuals and teams.
* evaluate different strategic approaches and justify their use in terms of management and development.

Assessment methods and criteria

The evaluation is done in relation to the competence goals and evaluation criteria of the course. Successful course completion requires all course components - project, exam and participation - to be completed with an approved grade.

Evaluation scale of the course: 1–5