Introduction to marketing (2cr)

Objective

Students will
- learn to see how marketing activities and other functional areas within businesses are connected
- know how to analyse the environment from the perspective of marketing
- learn to analyse customer needs
- start to understand customer buying behaviour and learn to segment customers
- learn to use success factors in marketing on basic level

Content

- basic concepts in marketing
- analysis of the operating, demand and competitive environment
- positioning, segmentation
- key success factors in marketing

Qualifications

No previous studies required.

Assessment criteria, satisfactory (1)

Grade 5 In relation to the learning outcomes, students have excellents skills, knowledge and attitudes. They understand very well connections between functional areas in marketing.
Grade 3 In relation to the learning outcomes, students have good skills, knowledge and attitudes. They understand rather well connections between functional areas in marketing.
Grade 1 In relation to the learning outcomes, students have passable skills, knowledge and attitudes.

Materials

Bergström, Seija & Leppänen, Arja. 2009. Yrityksen asiakasmarkkinointi. Helsinki: Edita
Saatavuus: http://plari.amkit.fi/vwebv/holdingsInfo?sk=fi_FI&bibId=87365

Other material will be announced at the beginning of the course

Teaching methods

lectures, independent study