Study Guide

Objective

The student knows the principles of customer-oriented marketing, service-dominant logic and modern marketing thinking. He/she knows the role of marketing in a company. The student understands target group thinking and factors influencing consumer behaviour. He/she understands the role of strategic marketing planning as a success factor of a company. He/she knows different marketing tools and the significance of digital environment in marketing. The student understands responsible marketing practices.

Content

• Marketing thinking
• Service-dominant logic (SDL)
• Consumer behaviour
• Basics of strategic marketing planning
• Traditional and digital marketing tools and channels
• Marketing communication
• Responsible marketing

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Satisfactory (2)
The student knows somehow the principles of customer-oriented marketing, He/she understands somehow the role of marketing in a company. The student understands somehow the target group thinking and the very basics of strategic marketing planning. He/she knows some marketing tools. The student understands somehow the importance of responsible marketing practices. The assignments are completed but not always performed according to the instructions and deadlines.

Poor (1)
The student does not have a proper understanding of the principles of marketing. He/she understands only somehow the role of marketing in a company. The student understands the target group thinking and some basics issues of marketing planning. He/she knows a few marketing tools. The assignments are completed but not always performed according to the instructions and deadlines.

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.


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.

Assessment criteria, good (3)

Very good (4)
The student knows very well the principles of customer-oriented marketing, service-dominant logic and the modern marketing thinking. He/she understands clearly the role of marketing in a company and the concepts of value creation and value co-creation. The student understands well the target group thinking and the basics of strategic marketing planning. He/she knows very well different marketing tools and the digital environment in marketing. The student understands well the importance of responsible marketing practices. All the assignments are performed according to the instructions and deadlines.

Good (3)
The student knows well the principles of customer-oriented marketing, service-dominant logic and the modern marketing thinking. He/she understands the role of marketing in a company and the concepts of value creation and value co-creation. The student understands the target group thinking and the basics of strategic marketing planning. He/she knows well different marketing tools and the digital environment in marketing. The student understands the importance of responsible marketing practices. Most of the assignments are performed according to the instructions and deadlines.

Assessment criteria, excellent (5)

Excellent (5)
The student knows the principles of customer-oriented marketing, service-dominant logic and the modern marketing thinking at an excellent level. He/she understands holistically the role of marketing in a company. The student understands very well the target group thinking and the basics of strategic marketing planning. He/she knows different marketing tools and is very well aware of the significance of digital environment in marketing. The student understands very well the importance of responsible marketing practices. All the assignments are performed according to the instructions and deadlines.