Study Guide

Objective

The student knows basic concepts of marketing. The student can describe the integrating role of marketing in business and recognize the value logic of a firm. The student can analyze the business tools of marketing mix and apply them in competitive settings. The student can work flexible with internal and external customers. The student can plan business activities utilizing customer perspectives and describe the significance of customer perspective.

Content

- Meaning and tasks of marketing in business
- Modern marketing thinking
- Marketing environments
- Segmentation
- Tools of the marketing mix

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student recognizes the basic concepts of marketing. The student superficially analyzes the marketing environment, however, without finding a clear connection to the organization's marketing and industry. The student can differentiate between different customer groups. The student recognizes the basic competitive means of marketing.

Assessment criteria, good (3)

The student can explain the basic concepts of marketing. The student can analyze the marketing environment, finding a connection with the organization's marketing and industry. The student can differentiate between different customer groups and describe them. The student can both describe the basic competitive means of marketing and analyze their use in the organization.

Assessment criteria, excellent (5)

The student can explain the basic concepts of marketing extensively. The student knows how to analyze analysis tools and source materials using the marketing environment, finding a connection to the organization's marketing and industry. The student can differentiate between different customer groups and analyze them. The student can both describe the basic competitive means of marketing and analyze and develop their use in the organization.