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

Location and time

The course will start on 20.1.2025 and last lessons will be on 19.2.2025

Materials

Material is provided during the study unit implementation and can be found in Moodle.

• Moodle –materials

• On-line tutorials

Teaching methods

Learning process is organized through individual learning and
assignments, the project work and problem- solving process. It
includes teamwork, team tasks, team tutoring, independent studies
and knowledge acquisition activities.

Employer connections

Getting familiar with local companies.

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 methods and criteria

Assessment is based on the process and actual skills and knowledge
evaluation.
• Written exam base on the theory (30% of the grade for the
course)
• Marketing plan presentation (20% of the grade for the
course)
• Lecture assignments(pass/fail)
• Web-site assignment (50% of the grade for the course)

Qualifications

NULL