Study Guide

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.