Time: 1 February – 25 April 2021
Place: Learn digital learning environment
Extent: 5 ECTS cr
Number of study places: 100
Target group: All that are interested in this subject
Required previous skills: Ability to study at Bachelor level
Lecturer: Dr. Arup Barua

Credited in degree: All Bachelor level degrees at Xamk
Enrolment by:  20 January 2021
Price: Free of charge

Please notice, that these studies are not for Xamk degree students.

Learning outcomes:
You will know the importance of marketing management in practice. As a marketing manager, you can manage, control, and implement the entire marketing operation to build a product and corporate brand in the market.

Contents and methods:

  • What is marketing management?
  • What are the insights into marketing?
  • How does a company connect with customers?
  • How does a company set the product and service strategy?
  • What is marketing communication?
  • What are the different types of marketing channels?
  • How  does a company implement, control and make a sustainable growth
  • What is the process to build a reliable product and corporate brand?

You can complete this course at your own pace. This course doesn't contain live lessons.

Study material:

Topic 1: Understanding marketing management
Topic 2: Marketing insights
Topic 3: Connecting with customers
Topic 4: Building strong brands
Topic 5: Shaping the market offerings
Topic 6: Delivering value
Topic 7: Communicating value
Topic 8: Creating successful long term-growth

If you are not able to find these books, you can still participate the course and do the tasks based on material provided by the lecturer.

Required Textbooks:

Kotler, P & Keller, KL (2012), Marketing Management. (14th ed.) Harlow: Pearson Education Ltd. 2009

Kotler, P., Lane Keller, K., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management. (3rd ed.) Harlow: Pearson Education Ltd.

Additional Reading:

Kireev, V.S., Nekrasova, M.L., Shevchenko, E.V., Alpatskaya, I.E., Makushkin, S.A., & Povorina, E.V. (2016). Marketing management as the realization process of research, production, and sale activity of the enterprise. International Review of Management and Marketing, 6(6), 228-234.

Foroudi, P., Gupta, S., Nazarian, A. and Duda, M. (2017), ”Digital technology and marketing management capability: achieving growth in SMEs”, Qualitative Market Research, Vol. 20 No. 2, pp. 230-246.

Quelch, John A. (2017), Global Marketing Management: A Casebook. (6th ed.) Redding, CA: BVT Publishing.


This course belongs to two parts such as part-1 and- 2. Participation in both parts is not mandatory since it depends on students' own willingness for in-depth knowledge and good grades. You will pass if you get at least 40 points.

Part 1 (70 points):

Self-paced learning
Individual participation
Quizzes on the topics
Each topic has 10 points
Recorded lectures
PowerPoint slides, animations, videos, and web links
Few online meetings with the teacher
Attendance is not mandatory

Part 2 (30 points):

Individual video reporting (i.e., 10 minutes video)

You can think that you are a marketing manager in a company. You are launching a new product on the market in your own country or abroad. You should report to the marketing director or CEO about how you can manage the different marketing activities.

When you produce a video, you can see the below questions.

What type of product and service are you planning to offer?
Do you know the customers' demand for that product and service in the market?
Did you conduct any market research to collect information about competitors?
How can you deliver the product to consumers through wholesalers, retailers, and direct channels?
How can you communicate and connect with customers?
How can you make a company or product a brand?


Record your PowerPoint slide presentation (See the instructions for slide preparation in the learning platform). If you want, you can use soft professional music too. Otherwise, record your speech in front of the camera. For video production, you can use various video or screen recording software.

The video recording might be around 10 minutes. If you have professional experience, share that experience during video production. If not, imagine you are a manager or director in a company.

When you complete the video production, upload it on YouTube; choose the unlisted option in YouTube's visibility feature. Please copy and paste the YouTube link in Microsoft word. Make a pdf file and submit it to the learning platform's submission folder.

Grading scale:

Automatic assessment
Individual video production
Professional doings
Progressive idea
Ethical principles
Critical thinking and writing
Proper referencing (XAMK)

XAMK grading scale:

89 – 100 points = 5
77 – 88 points = 4
65 – 76 points = 3
53 – 64 points = 2
40 – 52 points = 1
0 – 39 points = Failed

This course is based on the curricula of Xamk's degree programmes and the Finnish credits are fully compatible with the ECTS.

Additional information on enrolment:
Open University of Applied Sciences office, email openstudies@xamk.fi.

Terms of cancellation: 
Cancellation has to be made 14 days before the course starts. Cancellation by email to openstudies@xamk.fi.

You'll receive an invitation by email to this course approx. one week before the course starts.

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