Study Guide

Objective

The student should be able to:
- identify and describe the basic terminology in the field of marketing, with focus on industrial marketing.
- explain the difference between: product focused, market focused, value based and customer centricity
- understand the marketing mix
- use the right terminology, view and method regarding collecting, processing, interpret and present market research.
- do market research in practice, including budget, time planning and reporting.
- explain the basics in marketing law

Content

- basic concepts and views in marketing
- current research and trends in marketing
- the position of marketing as a company strategic tool
- the marketing mix in details, purpose and in practice
- basics in personal selling
- basics of marketing law and ethics
- media, social media, influencing and digital solutions in marketing

Location and time

Time: See course calendar (in Peppi) for course schedule
Place: Novia-Vasa-Engineering or online (Moodle)

Materials

We do not actually use a textbook, instead we use resources from here and from there - but if you learn the best by reading a proper book from A to Z, I recommend:
Kotler, Philip & Armstrong, Gary (2022). Principles of Marketing, 18th Global Edition. Pearson. ISBN: 978-1-292-42954-8
Blythe, Jim (2018). Essentials of Marketing, 6th ed. Pearson Education. ISBN: 978-1-292-18419-5

Teaching methods

Project-based learning, lectures, exercises, feedback-sessions and self-studies.

Employer connections

One excursion or guest lecture during the course.

Exam schedules

By performing weekly project works and by participating in feedback sessions (with discussion) or self-development activities and excursion or guest lecture you collect points that lead to the final grade.
The first return box closes automatically the evening before the week's lecture. The report submitted here is assessed and scored within one week. The second submission box will remain open until the course starts again next year (if you have no grade by then you start again from zero points). These "late" submissions are graded within one month.
Course grade within one week after the last project, or within one month after the last submission.

Completion alternatives

Can be completed without attendance in class - you can do the projects on your own and can perform self-development activities instead of participating in feedback sessions (see more about these in Moodle).

Student workload

The student is expected to spend a total of 10 hours of work per week on the course in order to reach the European goals of 25-30 hours of work per credits obtained. 3 hours of local education (or equivalent amount of time spent on studying online material and doing self-development activities) and 7 hours of work on own time.

Content scheduling

1. Introduction to Marketing
2. Consumer Behaviour
3. Market Research
4. Segmentation, Targeting, Positioning (STP)
5. Product and Service Development
6. Pricing Strategies
7. Distribution and Sales Channels
8. Marketing Communication
9. Digital Marketing and Social Media
10. Brand Building
11. Sustainability and Ethics in Marketing
12. Business Relationships and B2B Marketing
13. International Marketing
14. AI and Automation in Marketing
15. Excursion or Guest Lecture (may take place at a different time)
16. Summary

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

The student has flaws in her explanation of the theory and concepts both in the exam as well in the exercises. In the exercises, the exam and the market research done action plans, marketing actions is partially based on wrong logics. The market research project is lacking in validity and reliability. The market research report needs improvement to be accepted.

Assessment criteria, good (3)

The student applies the theory and concepts in the exam, exercises, and the market research almost perfect. Data collection analyzes and action plans are well based with theory support. The methods for conducting a basic market research is good. The market report is well structured, informative and of use for the client.

Assessment criteria, excellent (5)

The student describes the basic theory and concept excellent. The exam answers, exercises and the market research have a clear theoretical connection. The deductions from the action plans are logical. The student present and makes improvement to the client in his marketing report. The market report is well written both in terms of language, structure, and design. And the result has a significant benefit for the client.

Assessment methods and criteria

By performing project works and by participating in feedback sessions (with discussion) or self-development activities and excursion or guest lecture you collect points that lead to the final grade.
For participation in project work, the following points are awarded:
Failed = 0p (The work is obviously deficient, parts are left unfinished)
Accepted = 1p (A good work)
Excellent = 2p (Demands that you show significant initiative, creativity, enthusiasm)
For participation in a feedback-session (constructive, detailed feedback) = 1p
For completion of a self-development activity (serious, analytical) = 1p
For active participation in an excursion/guest lecture (discussing, writing) = 1p
Points Results
32->43 = 5
29->31 = 4
26->28 = 3
23->25 = 2
20->22 = 1

Assessment criteria, fail (0)

Insufficient knowledge and/or course effort to achieve a grade of 1

Assessment criteria, satisfactory (1-2)

Understands basic marketing concepts such as the marketing mix, target audience, and branding
Can describe common marketing channels and tools
Has a basic understanding of consumer behaviour
Able to apply simple models such as AIDA or STP
Recognizes the role of digital platforms in marketing

Assessment criteria, good (3-4)

Can analyse basic marketing strategies and identify their strengths and weaknesses
Understands how external factors (e.g. competition, societal trends) affect marketing
Familiar with the basics of market research and audience analysis
Able to connect theoretical models to practical examples or case studies
Has a good understanding of how companies build brands and communicate in different channels

Assessment criteria, excellent (5)

Independently analyses and evaluates marketing strategies using appropriate theories
Can suggest improvements or enhancements to existing campaigns based on goals and target group
Demonstrates understanding of the link between business objectives and the role of marketing
Integrates knowledge from multiple areas, including digitalisation and AI
Formulates well-argued conclusions both in writing and orally, and can justify their choices clearly

Qualifications

Basic Business Economy