Study Guide

Objective

The student knows the principles of marketing and understands the modern marketing thinking.
He / she knows the tasks of marketing in a company, target group thinking and factors influencing consumer behaviour. The student understands 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.
The student understands the marketing mix and understands responsible marketing practices.

Competences: Marketing and Sales Competence

Content

- Marketing thinking

- Segmentation

- Company´s external and internal operation environment

- Marketing mix

- Marketing tools

- Responsible marketing

Evaluation scale

H-5

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.

Qualifications

NULL