Marketing Thinking (3cr)
Code: KD07BMMA270-4
General information
- Enrollment
- 10.06.2015 - 19.10.2015
- Registration for the implementation has ended.
- Timing
- 20.10.2015 - 03.12.2015
- Implementation has ended.
- Number of ECTS credits allocated
- 3 cr
- Local portion
- 3 cr
- Mode of delivery
- Contact learning
- Degree programmes
- Bachelor of Business Administration, Business Management
- Teachers
- Jarmo Nummela
- Salla Kettunen
- Course
- KD07BMMA270
Evaluation scale
1-5
Objective
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 plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Content
- Strategy from the marketing point of view, segmentation, positioning
- value logic
- role of marketing in business
- tools of the marketing mix
- basics of marketing planning
- customer-centered business
- customer relationship management
Materials
Grönroos, C. 2009. Palvelujen johtaminen ja markkinointi. (3. uudistettu painos).
Kotler, P., Armstrong, G., Saunders, J. & Wong, V. (2008). Principles of Marketing. Chapters 11-15 and 19.
Teaching methods
- lectures, excercises
Employer connections
None.
Student workload
Total work load of the course: 80 h
- of which scheduled studies: 36 h
- of which autonomous studies: 44 h
Assessment criteria, satisfactory (1)
Excellent (5): The student has participated actively and constructively. He/she can to an excellent standard 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 plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Good (4-3): The student has participated actively. He/she 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 plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Satisfactory (2-1): The student has participated as instructed. He/she 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 plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Qualifications
Virtual enterprise studies concerning marketing.