Study Guide

Objective

The student knows the principles of marketing planning, implementation and measurement of results
The students know the special features of marketing in the food chain.
The student knows the possibilities of value creation to be built in the marketing process.
The students are able to apply their knowledge either in the marketing of primary products, industrial products or restaurant services.

Content

- Consumer and business market purchasing decision processes
- The importance of customer segmentation in marketing
- Marketing planning and implementation
- Marketing development and evaluation
- Marketing mix in the business and consumer markets
- Basics of digital marketing
- Exercises to design, implement and evaluate the marketing of either primary products, industrial products or restaurant services.

Materials

Bergström, S., & Leppänen, A. (2009). Yrityksen asiakasmarkkinointi (13. ed.) tai uudempi painos. Edita.
Kotler, P. & Keller, K. (2006). Marketing Management (12. ed). Scientific Research.
Grönroos, C. (2020). Palveluiden johtaminen ja markkinointi. Alma Talent. E-book.

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student knows the basic principles of marketing and is able to apply them to some extent in the marketing of food chain products and services.

Assessment criteria, good (3)

The student knows the basic principles of marketing and is able to apply them well in the marketing of food chain products and services.

Assessment criteria, excellent (5)

The student knows the basic principles of marketing and is able to apply them excellently to the marketing of food chain products and services. The student is also able to develop creative marketing solutions for product and service concepts.

Qualifications

No prerequisites.