Study Guide

Objective

The student knows principles of marketing planning, implementation and measurement. Student understands the special characteristics of marketing in the food chain and is able to position a product or a service in the chain. During the course, students improve their skills in the marketing planning either in primary products, processed food or restaurant services.

Content

- Marketing mix in B2B and B2C markets
- Consumer and business purchasing processes
- The role of the customer segmentation in marketing
- Marketing planning and implementation
- Factors affecting pricing in different parts of the food chain
- Measurement and development of marketing
- Advanced section (2 credits) in which the student chooses the marketing of either in primary products, processed food, restaurant services or own study fields.

Qualifications

No prerequisites.

Assessment criteria, satisfactory (1)

The student masters the key principles of marketing and know how to apply them to some extent in the food chain of products and services marketing.

Satisfactory completion of the course requires that the student has written and reported all the given tasks successfully and satisfactorily completed a part examination which focuses on the general principles of the marketing

Assessment criteria, good (3)

The student masters the main principles of marketing and can adapt them to the sales and marketing of the products and services of advanced area he has chosen.

Assessment criteria, excellent (5)

The student masters the main principles of marketing and can adapt them to the sales and marketing of the products and services of advanced area he has chosen. The student is also able to build marketing product- and service packages creatively.

Materials

Bergström, S. & Leppänen, A. 2021. Yrityksen asiakasmarkkinointi. 19 painos. Edita. Helsinki.
Grönroos, Christian. 2020. Palveluiden johtaminen ja markkinointi.