Brands and Competitive Advantage (5cr)

Objective

Students will be able to describe the contents of core marketing decisions and select and use appropriate marketing methods. They will be able to assess the opportunities for brand development taking into account profitability when implementing marketing.

Content

Marketing decisions
Product decisions and brands
Price decisions and pricing from the marketing viewpoint
Marketing channel decisions

Assessment criteria, satisfactory (1)

The students are able to name, understand and use to some extent the essential contents and basic concepts of marketing decision making. Their overall perception of the topic is descriptive and incomplete. They are able to select the most suitable methods and channels. They are able to use previously acquired knowledge and skills to some extent and still require supervision.

Assessment criteria, good (3)

The students are able describe and explain the essential methods and channels in marketing decision making. They use concepts systematically and logically. They are able to use and apply the most suitable marketing methods and channels. They are able to work independently and to provide reasons for their chosen solutions systematically.

Assessment criteria, excellent (5)

The students are able use, compare and apply the essential methods and channels in marketing decision making. They use concepts expertly, with good reason and in a variety of ways. They are able to combine and apply previous marketing knowledge effectively. Their assignments demonstrate critical assessment taking future challenges into account. They are able to achieve the goals of the assignments independently.

Qualifications

Customer-oriented Marketing
Marketing as a Competitive Advantage