Basics of Marketing (3 op)

Arviointiasteikko

H-5

Tavoitteet

The course familiarises you with the basic concepts of marketing and gives an overall picture of marketing mix decisions. You know the concepts and tools of customer relationship marketing, understands the factors that influence consumer buying behavior. You apply marketing theoretical studies into different fictive cases.

Sisältö

- Marketing Concept
- Creating Customer Value and Satisfaction
- Strategic Planning and the Marketing Process
- Consumer Markets and Consumer Buying Behavior
- Product and Service Concept
- Product Life-Cycle
- Pricing of Products
- Marketing Communication

Aika ja paikka

On-campus

Oppimateriaalit

Philip Kotler, Gary Armstrong, 2013 or newer European edition, Principles of Marketing

Opetusmenetelmät

Holistic business understanding, marketing competence, global business competence and skills, ethical competence.

The course familiarizes the student with the basic concepts of marketing and gives an overall picture of marketing mix decisions. The student knows the concepts and tools of customer relationship marketing, understands the factors that influence consumer buying behavior. The student applies marketing theoretical studies into different fictive cases.

Lisätiedot

Core content:
-Marketing Concept
-Creating Customer Value and Satisfaction
-Strategic Planning and the Marketing Process
-Consumer Markets and Consumer Buying Behavior
-Product and Service ConceptProduct Life-Cycle,
-Pricing of Products
-Marketing Communication