Basics of Marketing MAR1LF101-3027 09.01.2023-19.05.2023 5 (GLOB22SMON, ...)+-
Learning objectives
You can identify and describe key concepts and processes in marketing. You are able to collect basic customer data to identify customer needs and problems. You can identify and analyze different dimensions in a small business marketing environment and describe their influence on marketing decisions. You can identify and describe marketing mix decisions in a small business.
Starting level and linkage with other courses
No prerequisites required.
Contents
• Creating customer value & engagement
• Company & marketing strategy
• Analyzing the marketing environment
• Marketing information to gain customer insights
• Consumer & business buying behaviour
• Customer value-driven marketing strategy
• Products, services & brands
• New product development & life cycle
• Marketing channels
• Retailing & wholesaling
• Promotion mix & advertising
• Personal selling & sales promotion
• Digital & social media marketing
• Creating competitive advantage
Assessment criteria
Assessment criteria - grade 1
Knowledge:
You know the key concepts within the course’s scope, but are yet to develop the general view and the big picture of the subject matter.
Skills:
You can complete given tasks and assignments with assistance.
You need to develop how to apply knowledge.
Competence:
You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty to manage without assistance.
Assessment criteria - grade 3
Knowledge:
You know the key concepts well and can explain how the theories and models function and the tools are used. You have a general view of the subject matter.
Skills:
You complete given tasks and assignments independently. You apply knowledge in hands-on business related situations. You can critique your own practice and identify ways to improve.
Competence:
You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.
Assessment criteria - grade 5
Knowledge:
You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.
Skills:
You apply knowledge in demanding business related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.
Competence:
You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.