Marketing (3 cr)

Evaluation scale

1-5

Objective

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Content

- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Materials

Bergström & Leppänen: Yrityksen asiakasmarkkinointi

Lahtinen & Isoviita: Asiakaspalvelun ja markkinoinnin perusteet

Grönroos: Palveluiden johtaminen ja markkinointi

Teaching methods

Team learning, online course

Student workload

27 h/ects

Assessment criteria, satisfactory (1)

Level 1-2: Student knows the basics of the knowledge objectives of the course.

Assessment criteria, good (3)

Level 3-4: Student knows the knowledge objectives of the course well.

Assessment criteria, excellent (5)

Level 5: Student knows the knowledge objectives of the course well and can apply their knowledge in practice.

Qualifications

No previous studies are required.