Study Guide

Objective

The student can define the basic concepts of marketing. The student knows how to act marketing-oriented and customer-oriented in a changing operating environment. The student can analyze the changing marketing operating environment. The student understands the importance of customer-oriented operation and marketing in the development of the organization's operations. The student knows how to work flexibly with various internal and external customers. The student understands the entirety of marketing's means of competition and knows how to apply marketing's means in practical situations.

Content

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

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks. 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 has completed the assigned tasks. 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 has completed the assigned tasks. 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.

Materials

Bergström, S., & Leppänen, A. (2021). Yrityksen asiakasmarkkinointi (19., uudistettu painos.). Edita.