Introduction to Marketing (3cr)

Objective

Students are able
- to recognise the connections of marketing functions to other business sections
- to analyse macromarketing environment
- to analyse microenvironment and do positioning
- to identify buying behaviour and do segmenting
- to use competitive tools of marketing

Content

- the basic concepts of marketing
- the analysis of operational environment, competitive environmet, demand and organisation
- positioning and segmenting
- core concepts of competitive tools of marketing

Qualifications

No prerequisites

Assessment criteria, satisfactory (1)

5
Student has an excellent command of the skills required in the course.
3
Student has a good command of the skills required in the course
1
Student has a satisfactory command of the skills required in the course

Materials

Bergström, Seija & Leppänen, Arja. 2009. Yrityksen asiakasmarkkinointi. Helsinki: Edita

Other material will be announced at the beginning of the course

Teaching methods

lectures and independent study