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

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.

Qualifications

No prerequisities