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MarketingLaajuus (3 cr)

Code: KC00CC49

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Qualifications

No previous studies are required.

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Materials

Bergström & Leppänen: Yrityksen asiakasmarkkinointi

Lahtinen & Isoviita: Asiakaspalvelun ja markkinoinnin perusteet

Grönroos: Palveluiden johtaminen ja markkinointi

Enrollment

13.11.2023 - 20.02.2024

Timing

04.03.2024 - 28.04.2024

Credits

3 op

Teaching languages
  • Finnish
Degree programmes
  • Bachelor of Engineering, Mechanical Engineering
Teachers
  • Helena Myllymäki
Student groups
  • KONE22

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Materials

Bergström & Leppänen: Yrityksen asiakasmarkkinointi

Lahtinen & Isoviita: Asiakaspalvelun ja markkinoinnin perusteet

Grönroos: Palveluiden johtaminen ja markkinointi

Teaching methods

Team learning, online course

Student workload

27 h/ects

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Assessment methods and criteria

Active participating at course and compliting given assignments. Information searching, applying theory to practice, evaluating the learning and making learnig process visible.

Assessment criteria, good (3)

Student knows the basics of the knowledge objectives of the course. There is some lack to understand connection between the theory and practical approach.

Assessment criteria, excellent (5)

Student knows the knowledge objectives of the course well. Student's approach is wide but not so deep.

Assessment criteria, approved/failed

Student knows the knowledge objectives of the course well and can apply their knowledge in practice. Student's vapproach is wide and deep in every aspect of the course.

Qualifications

No previous studies are required.

Enrollment

17.04.2023 - 06.09.2023

Timing

21.08.2023 - 29.10.2023

Credits

3 op

Virtual proportion (cr)

3 op

Teaching languages
  • Finnish
Degree programmes
  • Bachelor of Engineering, Mechanical Engineering
Teachers
  • Helena Myllymäki
Student groups
  • MKONE20

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Materials

Bergström & Leppänen: Yrityksen asiakasmarkkinointi

Lahtinen & Isoviita: Asiakaspalvelun ja markkinoinnin perusteet

Grönroos: Palveluiden johtaminen ja markkinointi

Teaching methods

Team learning, online course

Student workload

27 h/ects

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Assessment methods and criteria

Active participating at course and compliting given assignments. Information searching, applying theory to practice, evaluating the learning and making learnig process visible.

Assessment criteria, good (3)

Student knows the basics of the knowledge objectives of the course. There is some lack to understand connection between the theory and practical approach.

Assessment criteria, excellent (5)

Student knows the knowledge objectives of the course well. Student's approach is wide but not so deep.

Assessment criteria, approved/failed

Student knows the knowledge objectives of the course well and can apply their knowledge in practice. Student's vapproach is wide and deep in every aspect of the course.

Qualifications

No previous studies are required.

Enrollment

14.11.2022 - 22.02.2023

Timing

06.03.2023 - 30.04.2023

Credits

3 op

Teaching languages
  • Finnish
Degree programmes
  • Bachelor of Engineering, Mechanical Engineering
Teachers
  • Helena Myllymäki
Student groups
  • KONE21

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Qualifications

No previous studies are required.

Enrollment

16.04.2022 - 07.09.2022

Timing

15.08.2022 - 16.10.2022

Credits

3 op

Teaching languages
  • Finnish
Degree programmes
  • Bachelor of Engineering, Mechanical Engineering
Teachers
  • Helena Myllymäki
Student groups
  • MKONE19

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Qualifications

No previous studies are required.

Enrollment

07.02.2022 - 20.03.2022

Timing

07.03.2022 - 08.05.2022

Credits

3 op

Teaching languages
  • Finnish
Degree programmes
  • Bachelor of Engineering, Mechanical Engineering
Teachers
  • Helena Myllymäki
Student groups
  • KONE20

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Qualifications

No previous studies are required.