Study Guide

Objective

Having completed this study unit

• You know the principles of marketing and understand modern marketing thinking.
• You know the tasks of marketing in a company, target group thinking and factors influencing consumer behavior.
• You understand the role of marketing as a success factor of a company and can make justified choices of marketing tools in different business situations in a company.
• You understand the marketing mix and responsible marketing practices.
• You are able to identify the stages of sales process and are able describe the factors affecting the sales effectiveness
• You are able to put marketing and sales theories into practice.

Competences: Marketing and Sales Competence

Content

- Marketing thinking
- Segmentation
- Company´s external and internal operation environment
- Marketing mix
- Marketing tools
- Responsible marketing

Qualifications

NULL

Assessment criteria, satisfactory (1)

Level 1
Principles of marketing:
The student knows the principles of marketing and the tasks of marketing in a company.
With assistance he/she is able to find reasonable marketing tools suited for business situations.
The student understands the role of marketing as a success factor for business.

Level 2
Principles of marketing:
The student can explain the principles of marketing and the tasks of marketing in a company.
With minimum assistance he/she is able to find reasonable marketing tools suited for business situations.
The student understands the marketing tools.

Assessment criteria, good (3)

Level 3
Principles of marketing:
The student understands the principles of marketing and the tasks of marketing in a company.
He/she is able to find suitable marketing tools for business situations.
He/she can evaluate the chosen marketing tools.

Level 4
Principles of marketing:
The student has a good understanding of the principles of marketing and the tasks of marketing in a company.
He/she is has a good command of the marketing tools for business situations.
He/she can evaluate the chosen marketing tools.

Assessment criteria, excellent (5)

Level 5
Principles of marketing:
The student has a command of and can apply the principles of marketing and the tasks of marketing in a company.
He/she can create a successful marketing mix for the business situations at hand.
He/she can critically evaluate the chosen marketing tools.