Study Guide

Objective

Students know how to:
- describe and evaluate methods of creating customer value and understand the meaning of interaction
- plan a marketing and communication campaign for a target group, taking into account social media channels
- gather and utilise user feedback to develop processes, products and services

Content

Content:
Various forms of customer value and target group thinking and their use in the student's organization
Marketing communication methods, including digital marketing
Planning, implementation and/or evaluation of a small-scale marketing or communication campaign

Assessment criteria, approved/failed

Pass:
Students understand and apply basic concepts. They know how to assess marketing and communication needs in their organization and select suitable communication methods. Students recognise and assess customer needs, and participate in planning and implementing a marketing or communication campaign, either as group work or individually.

Fail: Students have not achieved the learning outcomes of the course and are not able to demonstrate their competence