Basics of Marketing (4cr)

Objective

The student masters the basic concepts of marketing. The student is able to work in a marketing-oriented and customer-focused manner in a changing operating environment. The student can draw conclusions in a shifting marketing landscape. The student understands the importance of a customer-oriented approach and the role of marketing in developing an organization’s operations. The student is able to work flexibly with various internal and external customers. The student understands the overall framework of marketing tools and can apply marketing methods in practical situations.

Content

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

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.