Study Guide

Objective

The student knows principles of marketing planning, implementation and measurement. Student understands the special characteristics of marketing in the food chain and is able to position a product or a service in the chain. During the course, students improve their skills in the marketing planning either in primary products, processed food or restaurant services.

Content

- Consumer and business purchasing processes
- The role of the customer segmentation in marketing
- Marketing planning and implementation
- Factors affecting pricing in different parts of the food chain
- Marketing mix in B2B and B2C markets
- Measurement and development of marketing
- Advanced section (2 credits) in which the student chooses the marketing of either in primary products, processed food or restaurant services.

Materials

Bergström, S. & Leppänen, A. 2009 (tai uudempi). Yrityksen asiakasmarkkinointi. 13 uudistettu painos. Edita. Helsinki. Saatavissa myös e-kirjana.
Kotler, Philip. Marketing Management 2006.
Grönroos, Christian. Palveluiden johtaminen ja markkinointi

Teaching methods

- Lectures, online-learning , exercises, book examination.
- The course consists of lectures, studying alone or in the group by adapting practice learning material.
- The studies also consist of doing the exercises which requires the utilisation of the literature of the field and case study companies. Students look for and create information in self-directed groups.

Completion alternatives

Student has a possibility for employment integrated learning if he/she fulfills following prerequisites: Students works in a supervisory role and employer has a suitable project to offer for the course
Student can carry out course tasks at Enterprise Team. For further information contact the Head of Enterprise Team
Recognition of prior learning is possible with prior Higher Education Studies

Student workload

Total study hours 135h, which will be divided for following methods
Contact learning
Independent and group work

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student masters the key principles of marketing and know how to apply them to some extent in the food chain of products and services marketing.

Satisfactory completion of the course requires that the student has written and reported all the given tasks successfully and satisfactorily completed a part examination which focuses on the general principles of the marketing

Assessment criteria, good (3)

The student masters the main principles of marketing and can adapt them to the sales and marketing of the products and services of advanced area he has chosen.

Assessment criteria, excellent (5)

The student masters the main principles of marketing and can adapt them to the sales and marketing of the products and services of advanced area he has chosen. The student is also able to build marketing product- and service packages creatively.

Assessment methods and criteria

The evaluation focuses on the student’s applied skills, as evidenced by satisfactorily performing the theory and concepts focusing on the written exam and the development of the exercises given in an acceptable manner.

Qualifications

No prerequisites.

Further information

online-learning 1 point