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, Sales and Project Management Competence / Marketing 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 and sales
You know the principles of marketing and the tasks of marketing in a company.
You are able to find reasonable marketing tools suited for business situations with assistance
You understand the role of marketing as a success factor for business.
You are able to name the stages of the sales process and are able to describe the factors affecting sales effectiveness.
You are able to apply sales process knowledge into practice.

Level 2
Principles of marketing and sales
You can explain the principles of marketing and the tasks of marketing in a company.
You are able to find reasonable marketing tools suited for business situations with minimum assistance.
You understand the marketing tools.
You know the stages of the sales process and are able to describe the factors affecting the sales effectiveness.

Assessment criteria, good (3)

Level 3
Principles of marketing and sales
You understand the principles of marketing and the tasks of marketing in a company.
You are able to find suitable marketing tools for business situations.
You can evaluate the chosen marketing tools.
You understand the stages of sales process and are able to describe the factors affecting the sales effectiveness.

Level 4
Principles of marketing and sales
You have a good understanding of the principles of marketing and the tasks of marketing in a company.
You have a good command of the marketing tools for business situations.
You can evaluate the chosen marketing tools.
You have a good understanding of the stages of sales process and are able to evaluate the factors affecting the sales effectiveness.

Assessment criteria, excellent (5)

Level 5
Principles of marketing and sales
You have a command of and can apply the principles of marketing and the tasks of marketing in a company.
You can create a successful marketing mix for the business situations at hand.
You can critically evaluate the chosen marketing tools.
You have a holistic understanding of the stages of sales process and are able to analyze the factors affecting the sales effectiveness.