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.

Assessment criteria, fail (0)

These are the general assessment criteria. Please note that there might be more specific assessment criteria for learning assignments which will be given at the beginning of the study unit.

Fail (0)
The student does not complete the assignments according to the instructions or does not attend the learning situations at all. He/she does not pass the assignments, tests and/or the exam as required.

Assessment criteria, satisfactory (1-2)

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 (3-4)

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