Study Guide

Objective

After- the study unit:

- You recognize the role and importance of marketing and sales when planning and implementing your business idea
- You are able to utilize customer insight in sales and marketing
- You are able plan and execute a convincing sales pitch
- You recognize the importance of brand and brand story for your business idea
- You are able to create a preliminary brand identity for your business idea
- You are able to make a preliminary marketing and sales plan/strategy for your business idea

Content

Themes:

Marketing and sales for your business idea and business plan:
- Basic concepts and terms of marketing and sales
- Customer expectations and needs
- Customer segments and target groups
- Customer insight and value creation for customer
- Convincing sales pitch
- Distribution and communication channels
- Utilizing digital marketing in business planning
- Utilizing data analytics in marketing
- Steps of sales process

Branding your business idea and business plan:
- Brand building as a part of business planning
- Brand story telling as part of business planning
- Intellectual property rights in branding and marketing

Assessment criteria, satisfactory (1)

Level 1
You are aware of the role of marketing and sales and their significance in the planning and execution of your business idea.
You recognize the importance of branding and storytelling, and you are able to create a preliminary brand identity for your business idea.
You can develop a preliminary marketing and sales plan for your business idea.
You are able to design and execute a compelling sales pitch for your business idea.

Level 2
You know the role of marketing and sales and their significance in the planning and execution of your business idea.
You know the importance of branding and storytelling, and you can create a preliminary and suitable brand identity for your business idea.
You are able to develop a preliminary and suitable marketing and sales plan for your business idea.

Assessment criteria, good (3)

Level 3
You understand the role of marketing and sales and their significance in the planning and execution of your business idea.
You understand the importance of branding and storytelling, and you can create a preliminary and justified brand identity for your business idea.
You are able to develop a preliminary and justified marketing and sales plan for your business idea.

Level 4
You utilize marketing and sales in the planning and execution of your business idea.
You are able to evaluate the significance of branding and storytelling, as well as the viability of the brand identity as part of your business idea's planning.
You are able to create a preliminary and comprehensive marketing and sales plan for your business idea.

Assessment criteria, excellent (5)

Level 5
You utilize marketing and sales extensively in the planning and execution of your business idea.
You are able to analyze the significance of branding and storytelling, as well as the feasibility of the brand identity as part of the planning of your business idea.
You are able to create a preliminary and detailed marketing and sales plan for your business idea.