Study Guide

Objective

The student understands the significance of strategic marketing thinking as part of the company's business strategy. The student masters the concepts of strategic marketing and can, bearing the customer in mind, analyse the strategic development potential and needs of the company's marketing in a changing operational environment.

Content

Strategic marketing thinking as part of a company's management
Basic processes and concepts of strategic marketing
Analysis of a company's operational environment
Changing customer requirements and consumer trends
Customer oriented development of services and products
Importance of company brand in business strategy
Creating a competitive marketing strategy

Assessment criteria, excellent (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.

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.

Assessment criteria, satisfactory (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.

Further information

18.5.2016/mv