Study Guide

Objective

Students will understand the principles of strategic marketing thinking as a part of developing a company's business strategy.

Content

Sub-disciplines of strategic marketing
Coordinating operational processes
Recognising customer needs and developing customer-oriented functions and products
Brand thinking and communication as a strategic sub-discipline of marketing

Assessment criteria, excellent (5)

The students are able to describe strategic marketing concepts and contents of elements expertly from a variety of perspectives. They are able to extensively assess strategic choices and their end results as well as the future perspectives of case companies and to compare various alternatives in practical situations, as well as reflecting upon their own learning.

Assessment criteria, good (3)

The students use strategic marketing concepts systematically and are able to perceive the contents of the subject logically. They are able to use and apply the main fundamental concepts and elements when analysing or working on practical case situations.

Assessment criteria, satisfactory (1)

The students are able to describe the main features of the basic concepts and contents of strategic marketing. Some uncertainty in their perception of the whole subject and using concepts is apparent. The students use concepts required to complete exercises to some extent, and the use of concepts for the purposes of the practical assignment is to some extent successful.