Study Guide

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

Student workload

81 h

Evaluation scale

1-5

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.

Assessment methods and criteria

Self and peer evaluation, teacher's evaluation

Assessment criteria, satisfactory (1)

There are major skills gaps. There is almost no theoretical or practical analysis. The structure of the learning product is inadequate, with several areas not covered without justification.

Assessment criteria, good (3)

The student knows the key issues in the objectives and is able to name and present them. The examination of the issues is superficial. Only a few sources are used. The link between theory and practice is not clearly understood. Either theory or practice is treated in a limited way.

Assessment criteria, excellent (5)

The student has a comprehensive knowledge of the basics of the objectives and is able to combine and present them. The student's performance demonstrates a mastery of the concepts and is able to explain the content of the course. The structure of the work is clear. Theory has been covered and practical consideration has been given. Some scientific sources have been used. The practical analysis is superficial and rather extensive.

Assessment criteria, approved/failed

The student has a broad knowledge of the issues presented in the learning outcomes and is able to combine them with each other in a variety of ways, as well as to justify and evaluate his/her actions and conclusions. They can apply their knowledge, draw conclusions and find solutions in new situations. The theoretical treatment of issues is broad, deep and reflective. Each area is carefully addressed. The practical examination of issues is very good, taking a broad view of the issues. There is an in-depth exploration of the issues and a rich reflection on the issues themselves. A wide range of scientific sources has been used.

Qualifications

No previous studies are required.