Kim, W.C. & Mauborgne, R.2006. Blue Ocean Strategy
Kim, W.C. & Mauborgne, R.2017. Blue Ocean Shift
Literature and materials given in Moodle.
The course is mainly based on cooperative learning in small teams. The students will create a strategic development plan for marketing of a client company as a teamwork. Virtual material supports learning. Participation in the weekly workshops and team meetings and Independent work in studying the materials is required.
Active presence in the class workshops, teamwork and presentations.
Quality of the project and final output.
Individual grade based on peer evaluation and contribution in the project.
08.01.2020 - 31.07.2020
09.12.2019 - 10.01.2020
0 - 30
Tuula Andersson, Mari Helenius
The course assignment will be done in small teams, where at least one member should be able to speak fluent Finnish. The maximum amount of team members is 4.
Bachelor's Degree Programme in International Business
TAMK Main Campus
The marketing development plan will be created for a commissioner according to their requirements.
The course is 3 credits which is 81 hours of student's work. 21 hours will be used in teacher led workshops and 60 hours in independent studying and teamwork. There will be two weekly meetings on Wednesdays and Thursdays, the other of which is reserved for teams' independent work.
A detailed course syllabus will be introduced on the first lesson and can also be found in course Moodle
The student is able to identify principles of the business strategy and strategic marketing. The student is able to participate in a team project performing the given tasks in according to instructions and with guidance.
The student is able to determine and apply the concept and tools of strategic marketing in marketing planning. He/she is able to conduct some analysis and suggest development actions suitable for the business strategy. The student actively contributes to a team project being able to receive and give constructive feedback.
The student masters the concepts and different models of strategic marketing, and is able to connect business strategy to marketing strategy in the business context in question. Student is able to conduct well structured analysis and is able to create, evaluate and combine different solutions to a given marketing problem. The student acts in a flexible and constructive way in team projects developing the team’s interaction..
Student has not achieved the objectives of the course even on a sufficient level. He/she is not able to recognize, determine and use the concepts and tools of marketing strategy planning. The team project is not accepted and/or the student has not been active in participating the teamwork. The student has missed several classes and workshops.