Study Guide

Objective

The student understands the significance of strategic marketing thinking as part of the company's business strategy.

Content

Strategic marketing concepts and processes
Coordinating operational processes and developing business
Brand as a strategic part of marketing
Innovation and developing customer-oriented services and products

Materials

Aaker David A. & Moorman Christine: Strategic Market Management (2017 Wiley & Sons Ltd)
Or: Aaker David A & McLoughlin Damien: Strategic Market Management (2010 John Wiley & Sons Ltd)
Drummond, Ensor & Ashford: Strategic marketing planning and control (2008, Butterworth-Heinemann) or newer
And
Tikkanen H & Vassinen A: Strateginen markkinointiosaaminen (2010 Talentum)
Tikkanen H, Aspara J & Parviainen P: Strategisen markkinoinnin perusteet (2007 Talentum)

Arviointikriteerit, kiitettävä (5)

The student can describe the contents of strategic marketing in a versatile and professional way. (S)he can review the made strategic choices, the final outcome based on the choices and future prospects from various perspectives as far as the example companies are concerned. (S)he can compare possible alternatives in practical situations and reflect on the things learnt. Completed assignments demonstrate in-depth and versatile knowledge of the topic and the ability to apply knowledge in case solutions.

Assessment criteria, good (3)

The use of the concepts of strategic marketing is consistent and the way the big picture is envisioned is logical. The student can apply the main concepts when analysing and solving practical cases and tasks.

Arviointikriteerit, tyydyttävä (1)

The student can outline the basic concepts and contents of the subject area. Getting the big picture and concept use is still lacking. The student can, when solving tasks, make use of the concepts to some extent.