Study Guide

Objective

The student understands the importance of strategic marketing thinking as part of the company's
business strategy development. He/she will have an overview of the tasks of marketing and
processes of marketing in the strategic management of a company's business model. The student will be able to
marketing concepts and can analyse the strategic marketing strategies of a company in a customer-oriented way.
strategic development opportunities and needs in a changing business environment in a customer-oriented manner.

Content

Strategic marketing as part of strategic management
Basic marketing processes in business strategy
Strategic analysis of the marketing environment of a company
Changing customer needs and trends, the value of the customer relationship
Customer-oriented development of activities and products
The role of brand and image in business strategy
Implementing strategic marketing in companies

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

All learning outcomes/ assessment criteria have been achieved to an exceptionally high-level demonstrating the following attributes:
• Exceptional understanding, exploration, insight and application of the theories and concepts learned.
• Clear adherence to all specifications for the assessment task where appropriate
• The organisation, structure and standard of assignments are of very high quality throughout
• Offer stimulating and rigorous arguments that are likely to be at the limits of what may be expected at this level
• The course assignments have been executed/performed in an original way
• Outstanding ability to reach appropriate decisions based on incomplete or complex evidence
• Evidence of very high-quality analysis, synthesis, evaluation and critical appraisal
• Evidence of outstanding problem-solving skills
• Evidence of outstanding ability to address complex issues both systematically and creatively

Assessment criteria, good (3)

All learning outcomes/ assessment criteria have been met fully at a good or very good standard demonstrating the following attributes:
• Good to very good understanding, exploration, insight and application of the theories and concepts learned.
• No significant inaccuracies, misunderstandings or errors
• Clear adherence to all specifications for the assessment task
• The organisation, structure and standard of assignments are of reasonable to good quality throughout
• Ability to present structured, clear and concise arguments
• The assignments have been approached and executed in a comprehensive way with some degree of originality
• Evidence of reasonable to good quality analysis, synthesis, evaluation and critical appraisal
• Evidence of sufficient problem solving skills

Assessment criteria, satisfactory (1)

All learning outcomes/ assessment criteria have been met demonstrating the following attributes:
• Demonstrate sound understanding and exploration, some insight and/or appropriate research
• Some minor inaccuracies and/or misunderstandings of concepts, theories or literature – small but not significant errors
• Some minor deviation from the specifications for the assessment task
• Meet the minimum standard to organize and present with some adherence to the subject-specific conventions
• Demonstrate some ability to develop an argument but can lack fluency

Prerequisites

Understanding the concepts and basic processes of marketing