Basics of marketing and sales (5cr)

Evaluation scale

1-5

Objective

The student masters the basic concepts of marketing. The student develops a marketing-based way of thinking and is able to perform in a customer-oriented way in the changing operational environment. After this course, the student comprehends the significance of a customer-oriented course of action and marketing for business development
The student can analyze the changing marketing environment. They are able to act flexibly with internal and external customers. The student has an overall understanding of marketing tools as a whole and is able to put these marketing tools into practice.

Content

- Significance of Marketing
- Marketing functions
- Modern marketing thinking and practice,
- Marketing environment,
- Segmentation,
- Marketing tools and marketing mix

Materials

Bergström, S & Leppänen, A. (2003). Yrityksen asiakasmarkkinointi

Teaching methods

Lectures, exercices

Employer connections

None

Student workload

Total work load of the course: 135 h
- of which scheduled studies: 25 h
- of which autonomous studies: 110 h

Assessment criteria, satisfactory (1)

Excellent (5):

The student did the assigned exercises to an excellent standard and participated actively and constructively. The student has an excellent understanding of the basic concepts of marketing. The student has developed a deep marketing-based way of thinking and is able to perform excellently in a customer-oriented way in the changing marketing environment. The student comprehends excellently the significance of a customer-oriented course of action and marketing for business development. The student can profoundly analyze the changing marketing environment. They are able to act flexibly with internal and external customers. The student has an overall understanding of marketing tools and is able to put these marketing tools excellently into practice.


Good (4?3):

The student did the assigned exercises well and participated actively. The student has a good understanding of the basic concepts of marketing. The student has developed a marketing-based way of thinking and is able to perform well in a customer-oriented way in the changing marketing environment. The student comprehends well the significance of a customer-oriented course of action and marketing for business development. The student can analyze well the changing marketing environment. They are able to operate flexibly with internal and external customers. The student has an overall understanding of marketing tools and is able to put these marketing tools well into practice.

Satisfactory (2?1):
The student did the assigned exercises and participated as instructed. The student has a satisfactory understanding of the basic concepts of marketing. The student has developed a marketing-based way of thinking and is able to perform in a customer-oriented way in the changing marketing environment. The student has a satisfactory understanding of the significance of a customer-oriented course of action and marketing for business development. The student can analyze well the changing marketing environment. They are able to act flexibly with internal and external customers. The student has an overall understanding of marketing tools and is able to put these marketing tools satisfactory into practice.