Study Guide

Objective

The student knows basic concepts of marketing. The student can describe the integrating role of marketing in business and recognize the value logic of a firm. The student can analyze the business tools of marketing mix and apply them in competitive settings. The student can work flexible with internal and external customers. The student can plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.

Content

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

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student knows basics of marketing on a basic level. The student can apply basics of marketing in competitive settings on a basic level.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student knows well basics of marketing. The student understands the connections between different sections of marketing. The student can apply well basics of marketing in competitive settings.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student knows very well basics of marketing. The student understands the connections between different sections of marketing. The student can apply to an excellent standard basics of marketing in competitive settings.