Basics of MarketingLaajuus (3 cr)
Code: IB00DK81
Objective
Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.
Content
- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competition and competitive intelligent
- Marketing channels
- Pricing decision and pricing strategy
- Understanding Customer Needs & Segmentation
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan
Qualifications
No prerequisites
Assessment criteria, satisfactory (1)
Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.
Assessment criteria, good (3)
Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan
Assessment criteria, excellent (5)
Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.
Enrollment
02.09.2024 - 15.09.2024
Timing
21.10.2024 - 18.12.2024
Credits
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, International Business
Teachers
- Harrison Okuogume
Student groups
-
IB24ABachelor of Business Administration, International Business
Objective
Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.
Content
- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competition and competitive intelligent
- Marketing channels
- Pricing decision and pricing strategy
- Understanding Customer Needs & Segmentation
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan
Materials
• Textbook: Kotler, P & Armstrong, G. (2016). Marketing: An Introduction (16th ed.). Upper Saddle River, NJ: Prentice-Hall. ISBN: 978-0-13-379502-8
• Any Marketing Management by Philip Kotler Millennium Edition
• Materials from the lecturer and will be in Moodle
Teaching methods
Lecturing
Class activities
Group or teamwork
Presentation
Student workload
There will be total of 81 hours.
- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations
Content scheduling
Introduction to marketing
Definition of marketing, markets, and marketplace orientation
Understanding the marketing environments (Micro & Macro)
Applying the 4P’s of the marketing mix
Pricing strategy and pricing decisions
Managing products & services
Selecting & managing marketing channels
Strategies to achieve marketing objectives using the 4P’s
Listening to the voice of the customer
Segmentation and targeting
Managing relationships
Techniques for hearing the customer's voice
Customer needs & satisfaction
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.
Assessment criteria, good (3)
Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan
Assessment criteria, excellent (5)
Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.
Assessment methods and criteria
% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5
Qualifications
No prerequisites
Enrollment
02.09.2024 - 09.10.2024
Timing
21.10.2024 - 18.12.2024
Credits
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, International Business
Teachers
- Harrison Okuogume
Scheduling groups
- Avoin AMK (Ei koske tutkinto-opiskelijaa) (Size: 10. Open UAS: 10.)
Student groups
-
IB24BBachelor of Business Administration, International Business
Education groups
- Open UAS (Doesn't apply to degree student)
Objective
Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.
Content
- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competition and competitive intelligent
- Marketing channels
- Pricing decision and pricing strategy
- Understanding Customer Needs & Segmentation
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan
Materials
• Textbook: Kotler, P & Armstrong, G. (2016). Marketing: An Introduction (16th ed.). Upper Saddle River, NJ: Prentice-Hall. ISBN: 978-0-13-379502-8
• Any Marketing Management by Philip Kotler Millennium Edition
• Materials from the lecturer and will be in Moodle
Teaching methods
Lecturing
Class activities
Group or teamwork
Presentation
Student workload
There will be total of 81 hours.
- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations
Content scheduling
Introduction to marketing
Definition of marketing, markets, and marketplace orientation
Understanding the marketing environments (Micro & Macro)
Applying the 4P’s of the marketing mix
Pricing strategy and pricing decisions
Managing products & services
Selecting & managing marketing channels
Strategies to achieve marketing objectives using the 4P’s
Listening to the voice of the customer
Segmentation and targeting
Managing relationships
Techniques for hearing the customer's voice
Customer needs & satisfaction
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.
Assessment criteria, good (3)
Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan
Assessment criteria, excellent (5)
Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.
Assessment methods and criteria
% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5
Qualifications
No prerequisites
Enrollment
04.09.2023 - 11.10.2023
Timing
23.10.2023 - 28.01.2024
Credits
3 op
Teaching languages
- English
Degree programmes
- Bachelor of Business Administration, International Business
Teachers
- Harrison Okuogume
Student groups
-
IB23ABachelor of Business Administration, International Business
Objective
Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.
Content
- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competition and competitive intelligent
- Marketing channels
- Pricing decision and pricing strategy
- Understanding Customer Needs & Segmentation
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan
Materials
• Textbook: Kotler, P & Armstrong, G. (2016). Marketing: An Introduction (16th ed.). Upper Saddle River, NJ: Prentice-Hall. ISBN: 978-0-13-379502-8
• Any Marketing Management by Philip Kotler Millennium Edition
• Materials from the lecturer and will be in Moodle
Teaching methods
Lecturing
Class activities
Group or teamwork
Presentation
Student workload
There will be total of 81 hours.
- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations
Content scheduling
Introduction to marketing
Definition of marketing, markets, and marketplace orientation
Understanding the marketing environments (Micro & Macro)
Applying the 4P’s of the marketing mix
Pricing strategy and pricing decisions
Managing products & services
Selecting & managing marketing channels
Strategies to achieve marketing objectives using the 4P’s
Listening to the voice of the customer
Segmentation and targeting
Managing relationships
Techniques for hearing the customer's voice
Customer needs & satisfaction
Techniques for hearing the customer's voice
Customer needs & satisfaction
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.
Assessment criteria, good (3)
Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan
Assessment criteria, excellent (5)
Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.
Assessment methods and criteria
% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5
Qualifications
No prerequisites
Enrollment
04.09.2023 - 11.10.2023
Timing
23.10.2023 - 28.01.2024
Credits
3 op
Teaching languages
- English
Degree programmes
- Bachelor of Business Administration, International Business
Teachers
- Harrison Okuogume
Student groups
-
IB23BBachelor of Business Administration, International Business
Objective
Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.
Content
- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competition and competitive intelligent
- Marketing channels
- Pricing decision and pricing strategy
- Understanding Customer Needs & Segmentation
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan
Materials
• Textbook: Kotler, P & Armstrong, G. (2016). Marketing: An Introduction (16th ed.). Upper Saddle River, NJ: Prentice-Hall. ISBN: 978-0-13-379502-8
• Any Marketing Management by Philip Kotler Millennium Edition
• Materials from the lecturer and will be in Moodle
Teaching methods
Lecturing
Class activities
Group or teamwork
Presentation
Student workload
There will be total of 81 hours.
- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations
Content scheduling
Introduction to marketing
Definition of marketing, markets, and marketplace orientation
Understanding the marketing environments (Micro & Macro)
Applying the 4P’s of the marketing mix
Pricing strategy and pricing decisions
Managing products & services
Selecting & managing marketing channels
Strategies to achieve marketing objectives using the 4P’s
Listening to the voice of the customer
Segmentation and targeting
Managing relationships
Techniques for hearing the customer's voice
Customer needs & satisfaction
Techniques for hearing the customer's voice
Customer needs & satisfaction
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.
Assessment criteria, good (3)
Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan
Assessment criteria, excellent (5)
Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.
Assessment methods and criteria
% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5
Qualifications
No prerequisites