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MarketingLaajuus (3 cr)

Code: II10020

Credits

3 op

Objective

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment.

Content

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Enrollment

01.04.2025 - 30.04.2025

Timing

25.08.2025 - 19.12.2025

Number of ECTS credits allocated

3 op

Mode of delivery

Contact teaching

Unit

Bachelor of Engineering, Industrial Management

Campus

Wärtsilä Campus Karjalankatu 3

Teaching languages
  • English
Seats

80 - 95

Degree programmes
  • Degree Programme in Industrial Management
Teachers
  • Markku Naumanen
Teacher in charge

Markku Naumanen

Groups
  • IINK25
    Bachelor of Engineering, Industrial Management, Full-time Studies, Spring, 2025

Objective

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment.

Content

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Materials

will be informed later.

Teaching methods

Learning goals
After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You assimilate marketing principles in the context of today’s complex global environment.
Main Content
- Marketing concepts building- Customer value creation- Segmentation targeting and positioning identification- Marketing communication and channel identification

Evaluation scale

H-5

Assessment methods and criteria

Your grade will consist of the following parts: 

 Activity during lectures 30%
Including quizzes

Individual, pair and groupwork assignments during the lectures 30%

Group work 40 %

Assessment criteria, fail (0)

Insufficient Understanding: Demonstrating significant gaps in understanding key marketing concepts and theories.
Poor Application: Inability to effectively apply concepts such as market analysis, segmentation, targeting, and positioning.
Weak Value Proposition: Struggling to develop a compelling value proposition.
Ineffective Strategy: Failing to create a coherent marketing mix strategy.
Sales and Channel Management: Poor performance in managing sales and distribution channels.
Communication Planning: Inadequate integrated marketing communication planning.
Ethical Considerations: Neglecting ethical considerations in marketing practices.
Group Work: Difficulty collaborating effectively in group projects.
Presentation Skills: Weak presentation skills and inability to convey ideas clearly.

Assessment criteria, satisfactory (1-2)

Grade 1 (Needs improvement):
Significant gaps in understanding and application of marketing concepts.
Requires substantial improvement in areas such as
market analysis.
segmentation, targeting and positioning application.
value proposition development.
marketing mix strategy.
sales and channel management.
integrated Marketing Communication planning.
ethical considerations
group work, and presentation skills.

Grade 2 (Satisfactory):
Basic understanding with several areas needing improvement. Adequate effort but lacks depth in
market analysis.
segmentation, targeting and positioning application.
value proposition development.
marketing mix strategy.
sales and channel management.
integrated Marketing Communication planning.
ethical considerations.
group work, and presentation skills.

Assessment criteria, good (3-4)

Grade 3 (Good):
Solid understanding and application of concepts. Some areas for improvement but overall good competent in
market analysis.
segmentation, targeting and positioning application.
value proposition development.
marketing mix strategy.
sales and channel management.
integrated Marketing Communication planning.
ethical considerations.
group work, and presentation skills.

Grade 4 (Very good):

Strong understanding and application with minor gaps. Demonstrates good analytical and practical skills in
market analysis.
segmentation, targeting and positioning application.
value proposition development.
marketing mix strategy.
sales and channel management.
integrated Marketing Communication planning.
ethical considerations.
group work, and presentation skills.

Assessment criteria, excellent (5)

Grade 5 (Excellent):
Exceptional understanding and application of marketing concepts. Demonstrates insightful analysis and practical skills in
market analysis.
Segmentation, targeting and positioning application.
value proposition development.
marketing mix strategy.
sales and channel management.
integrated Marketing Communication planning.
ethical considerations.
group work, and presentation skills.

Enrollment

01.10.2024 - 31.10.2024

Timing

07.01.2025 - 01.06.2025

Number of ECTS credits allocated

3 op

Mode of delivery

Contact teaching

Unit

Bachelor of Engineering, Industrial Management

Campus

Wärtsilä Campus Karjalankatu 3

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Industrial Management
Teachers
  • Markku Naumanen
Teacher in charge

Markku Naumanen

Groups
  • IINS24
    Bachelor of Engineering, Industrial Management, Full-time Studies, Fall, 2024

Objective

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment.

Content

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Materials

Kotler, P. Armstrong, G. Balasubramanian, S. 2024. Principles of Marketing. 19th Edition. Pearson India. Available also as an e-book.

Teaching methods

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment.

Content:
- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Lectures and workshops on campus

Evaluation scale

H-5

Enrollment

01.10.2023 - 31.10.2023

Timing

29.01.2024 - 22.03.2024

Number of ECTS credits allocated

3 op

Mode of delivery

Contact teaching

Unit

Bachelor of Engineering, Industrial Management

Campus

Wärtsilä Campus Karjalankatu 3

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Industrial Management
Teachers
  • Iouri Kotorov
Teacher in charge

Iouri Kotorov

Groups
  • IINS23
    Bachelor of Engineering, Industrial Management, Full-time Studies, Fall, 2023

Objective

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment.

Content

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Evaluation scale

H-5

Enrollment

01.10.2022 - 31.10.2022

Timing

16.01.2023 - 26.02.2023

Number of ECTS credits allocated

3 op

Mode of delivery

Contact teaching

Unit

Bachelor of Engineering, Industrial Management

Campus

Wärtsilä Campus Karjalankatu 3

Teaching languages
  • English
Degree programmes
  • Degree Programme in Industrial Management
Teachers
  • Iouri Kotorov
Teacher in charge

Iouri Kotorov

Groups
  • IINS22
    Bachelor of Engineering, Industrial Management, Full-time Studies, Fall, 2022

Objective

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment.

Content

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Location and time

On-campus

Materials

Philip Kotler, Gary Armstrong, 2013 or newer European edition, Principles of Marketing

Teaching methods

Holistic business understanding, marketing competence, global business competence and skills, and ethical competence.

The course familiarizes the student with the basic concepts of marketing and gives an overall picture of marketing mix decisions. The student knows the concepts and tools of customer relationship marketing and understands the factors that influence consumer buying behaviour. The student applies marketing theoretical studies into different fictive cases.

Further information

Core content:
-Marketing Concept
-Creating Customer Value and Satisfaction
-Strategic Planning and the Marketing Process
-Consumer Markets and Consumer Buying Behavior
-Product and Service ConceptProduct Life-Cycle,
-Pricing of Products
-Marketing Communication

Evaluation scale

H-5

Assessment methods and criteria

Group work 10%
Group presentations 5%
Group discussion 5%
Activity 10%
Exam 70%
Inability of the student to meet the given deadlines will result in an instant reduction of the grade according to the following principle: each week reduce the maximum grade by one.