Study Guide

Objective

The student can define basic concepts of marketing. The student can explain the role of marketing in the development of the organization’s operations. The student is able to analyze the changing marketing environment. The student can apply holistically the tools of marketing in practical situations. The student is able to operate in a customer-oriented way in the changing environment.

Content

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

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

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

Assessment criteria, good (3)

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

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard. 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 basic tools of marketing in competitive settings.