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
-
IINK25Bachelor 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
-
IINS24Bachelor 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
-
IINS23Bachelor 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
-
IINS22Bachelor 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.