Study Guide

Objective

The student:
- is familiar with the basic terms and concepts in marketing
- has basic knowledge of and can analyse the consumer’s buying behaviour
- can draw up a simple marketing plan as well as realise it by means of competitive tools in marketing
- has knowledge of marketing in a digital landscape
- understands the connection between CSR and the company's marketing

Content

- basics in marketing
- consumer buying behaviour
- marketing plan
- digital marketing, tools and basic vocabulary
- CSR in marketing

Location and time

Autumn 25
Campus Vasa

Materials

Wildenstam & Uggla (2022, 2020 or 2018). Marketing - Models and principles
Articles according to teacher's instructions
PP-presentations

Teaching methods

* Lectures
* Exercises and discussions
* Project work and presentation

Employer connections

* Guestlecturer
* Visit local companies
* Cases

Exam schedules

To be announced at the beginning of the course

Completion alternatives

* Examination
* Project work
* Individual work

Student workload

27 hours per credit = 135 hours. Of these, about 55 hours are close studies and the rest are self-study

Content scheduling

- basic marketing concepts
- customer/consumer behavior
- marketing plan
- digital marketing, tools and concepts
- CSR in marketing

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Students have a basic understanding of key marketing concepts and can identify some simple examples of why marketing is important.
Students can recognize how to analyze customer buying behavior but have limited insight into its tangible effects.
Students possess a fundamental knowledge of how to design and implement a basic marketing plan.
Students have a limited understanding of marketing in a digital landscape.
Students are familiar with the relationship between CSR and marketing.

Assessment criteria, good (3)

Students have an understanding of key marketing concepts and can identify examples of why marketing is important.
Students understand how to analyze customer buying behavior and have insight into its tangible effects.
Students are familiar with how to design and implement a basic marketing plan.
Students have an understanding of marketing in a digital landscape and can apply their insights.
Students understand the relationship between CSR and marketing.

Assessment criteria, excellent (5)

Students have a solid understanding of key marketing concepts and can identify numerous examples of why marketing is important.
Students possess in-depth knowledge and can thoroughly identify how to analyze customer buying behavior, with strong insights into its tangible effects.
Students have a good understanding of how to design and implement a basic marketing plan.
Students demonstrate a solid grasp of marketing in a digital landscape and can apply it creatively.
Students have a strong understanding of the relationship between CSR and marketing.

Assessment methods and criteria

* Examination
* Project work (report) and presentation

Assessment criteria, fail (0)

Studenten när inte upp till bedömningskriterierna för minst tillfredställande

Assessment criteria, satisfactory (1-2)

Students have basic knowledge of key marketing concepts and can identify some simple examples of why marketing is important.
Students can identify how to analyze customer purchasing behavior, but have limited insight into its concrete effects.
Students have basic knowledge of how to design a simple marketing plan and implement it.
Students have a limited understanding of marketing in a digital landscape.
Students know the relationship between CSR and marketing.

Assessment criteria, good (3-4)

Students have an understanding of key marketing concepts and can identify examples of why marketing is important.
Students have an understanding of how to analyze customer purchasing behavior, and have insight into its concrete effects.
Students have knowledge of how to design a simple marketing plan and implement it.
Students have an understanding of marketing in a digital landscape and can apply their insights.
Students have an understanding of the relationship between CSR and marketing.

Assessment criteria, excellent (5)

Students have a good knowledge of central marketing concepts and can identify many examples of why marketing is important.
Students can have good knowledge of and can identify in depth how to analyze customer purchasing behavior, and have good insights into its concrete effects.
Students have good knowledge of how to design a simple marketing plan and implement it.
Students have a good understanding of marketing in a digital landscape and can apply them in a creative way.
Students have good knowledge of the relationship between CSR and marketing.

Qualifications

No prerequisities