Advanced Marketing (5 cr)
Code: FEV18AF201-3004
General information
Enrollment
15.06.2022 - 11.09.2022
Timing
29.08.2022 - 18.12.2022
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Unit
Faculty of Business
Campus
Vasa, Wolffskavägen 33
Teaching languages
- Svenska
Degree programmes
- Degree Programme in Business Administration
Teachers
- Jörgen Strid
Teacher in charge
Anna-Lena Berglund
Groups
-
FEK21D-VTradenom (YH), h21, dagstudier, Vasa
Objective
Students
- knows different tools in digital marketing
- knowledge of service and relationship marketing
- understands the customer relationship's importance for profitability (CRM)
- can make strategies, sales forecasts and calculations needed in marketing
Content
Various tools in digital marketing
Service and relationship marketing
The importance of customer relationship for profitability (CRM)
Strategies, Sales Forecasts and Calculations needed in Marketing
Location and time
HT2022, Campus Vasa
Schedule in Peppi
Materials
MAIN LITERATURE
1. Ström & Vendel 2018): Digital marknadsföring
2. Svensson & Östberg 2016): Marknadsföring, människor och interaktion
REFERENCE LITERATURE
3.Kotler, Amstrong, Parment (2018): Marknadsföring. Teori, strategi och praktik
ELLER
Wildenstam (2018). Marknadsföring - Modeller och Principer
4. Annat material som hänvisas till av läraren
Teaching methods
Lectures, literature discussions, group discussions, written assignments, exam
Employer connections
Guest Lecturers and assignments connected to external businesses
Exam schedules
exam, submissions and literature seminars based on a separate schedule that is announced at the beginning of the course
Completion alternatives
Literature exam and written assignments
Student workload
Student's Workload
Total work load of the course: 135 h
- of which scheduled studies: 45 h
- of which self studies: 90 h
Content scheduling
Digital marketing
CRM and customer relations
Evaluation scale
H-5
Assessment criteria, satisfactory (1)
Students have basic knowledge about digital marketing tools
Student have a general picture of service and relationship marketing
Knows the importance of the customer relationship for profitability
Know the benefits of sales forecasts and calculations needed in marketing
Assessment criteria, good (3)
Students have good knowledge of digital tools in marketing
Students have a good knowledge about service and relationship marketing
Good understanding of customer relationship management and can analyze the profitability of different customers
Can make basic sales forecasts and calculations needed in marketing
Assessment criteria, excellent (5)
Students have in-depth knowledge of digital tools in marketing
Students have an in-depth understanding of service and relationship marketing
Have in-depth knowledge about customer relationship management and can analyze the profitability of different customers
Can make more advanced sales forecasts and calculations needed in marketing
Assessment criteria, approved/failed
Fail: The criteria for grade 1-2 are not met.
Assessment methods and criteria
Assessment will be done through both written exams, seminars and assignments
All parts of the course should be approved for approved results on the course
Assessment criteria, fail (0)
does not meet the assessment criteria for steps 1-2 on the rating scale
Assessment criteria, satisfactory (1-2)
Minimal input in literature discussions or minimal presence in class discussions and in company projects.
Students have read theory and have an understanding of the subject and can use the correct terminology in view of the course's competencies.
Students can use different sources to retrieve information about the topic in both speech and writing, have both source references and source list.
The project is completed and approved. The project is documented and of satisfactory quality
Assessment criteria, good (3-4)
Input in literature discussions, class discussions and company projects.
Students have read theory and have a good understanding of the subject and can use the correct terminology, theory and theoretical models in view of the course's competencies.
Students can use different sources to retrieve information about the topic in both speech and writing, have both source references and source list.
Students can discuss key issues and theoretical views
Students can relate theory to practice and can reflect the application of theory in practice
The project is completed and approved. The project is well documented and of good quality
Assessment criteria, excellent (5)
Active input in literature discussions, class discussions and in company projects.
Students have read theory and have a good understanding of the subject and can use the correct terminology, theories and models in view of the course's skills.
Students can use different sources to retrieve information about the topic in both speech and writing, have both source references and source list.
Students can discuss key issues and theoretical views
Students can relate theory to practice and can reflect the application of theory in practice
Students contribute their own interpretation of the topic and relate to larger contexts.
Students contribute new angles on the subject, even with a view to the future.
The project is completed and approved. The project is documented and is professionally executed.
Qualifications
Basics of Marketing 5 cr