Introduction to MarketingLaajuus (5 cr)
Code: LB10007
Credits
5 op
Teaching language
- English
Responsible person
- Iouri Kotorov
- Janita Ylitalo
Objective
After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment. Moreover, you understand the fundamentals of marketing processes. You are able to define the range of marketing decisions an organisation must make to sell its products and services.
Content
- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification
Enrollment
01.04.2025 - 30.09.2025
Timing
01.09.2025 - 19.12.2025
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
20 - 50
Degree programmes
- Degree Programme in International Business
Teachers
- Riina Seppänen
- Janita Ylitalo
Teacher in charge
Janita Ylitalo
Groups
-
LBNS25Bachelor of Business Administration, International Business, Fall, 2025
Objective
After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment. Moreover, you understand the fundamentals of marketing processes. You are able to define the range of marketing decisions an organisation must make to sell its products and services.
Content
- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification
Materials
Brown, D.M. Thompson, A. 2023. Essentials of Marketing. Theory and Practice for a Marketing Career. Routledge, New York.
Teaching methods
This course is designed to provide you with a comprehensive understanding of the fundamental principles and concepts in marketing. Marketing is a dynamic field that plays a crucial role in the success of any business. It involves understanding customer needs, creating value, and building strong customer relationships to drive business growth.
After this course you will be able to
- Understand core marketing principles and their application in real-world business contexts.
- Apply the marketing mix (product, price, place, promotion) and strategic decision-making.
- Understand the process of creating customer value, satisfaction, and building long-term relationships.
- Analyze consumer behavior and the factors influencing buying decisions for targeted marketing.
- Understand product and service concepts, including development, differentiation, positioning, and the product life cycle.
- Set up pricing strategies, marketing communications, and understand their impact on consumer perception and profitability.
- Understand the importance of channel management
Content:
Module 1: The Meaning of Marketing
Module 2: Strategic Planning
Module 3: Marketing Research, The Marketing Environment
Module 4: Segmentation, Target Marketing, and Positioning
Module 5: Products
Module 6: Brands and Brand Management
Module 7: Pricing
Module 8: Consumer and Buyer Behaviour
Module 9: Marketing Ethics, Sustainability, and Corporate Social Responsibility. Relationship, and Internal Marketing
Module 10: Marketing Communication. Channel Management.
On campus lectures, assignments and an exam.
Further information
Learning the basics of Marketing in this course provides an important foundation to continuing Marketing studies at Karelia UAS during the following years:
- 1st year: Introduction to Marketing 5cr
- 2nd year: Digital Marketing 4cr, Customer Insight and Customer Experience 3cr, Event Marketing and Management 5cr
- 3rd year: Design Thinking and Service Design 5cr
Evaluation scale
H-5
Assessment methods and criteria
0-5
Enrollment
02.12.2024 - 31.01.2025
Timing
07.01.2025 - 31.03.2025
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
100 - 135
Degree programmes
- Degree Programme in International Business
Teachers
- Riina Seppänen
- Janita Ylitalo
Teacher in charge
Janita Ylitalo
Groups
-
LBNK25Bachelor of Business Administration, International Business, Spring, 2025
Objective
After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment. Moreover, you understand the fundamentals of marketing processes. You are able to define the range of marketing decisions an organisation must make to sell its products and services.
Content
- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification
Materials
Kotler, P. Armstrong, G. Balasubramanian, S. 2024. Principles of Marketing. 19th Edition. Pearson India. Available also as an e-book.
Teaching methods
Holistic business understanding, marketing competence, global business competence and skills, ethical competence.
The course familiarizes you with the basic marketing concepts and gives an overall picture of marketing mix decisions. You will learn concepts and tools of customer relationship marketing and will understand the factors that influence consumer buying behaviour. You will apply theoretical marketing studies to different simulation cases.
Core content:
- Marketing Concept
- Creating Customer Value and Satisfaction
- Strategic Planning and the Marketing Process
- Consumer Markets and Buying Behavior
- Product and Service Concept
- Product Life-Cycle
- Pricing of Products
- Marketing Communication
Evaluation scale
H-5
Enrollment
15.08.2024 - 30.09.2024
Timing
19.08.2024 - 20.12.2024
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
20 - 50
Degree programmes
- Degree Programme in International Business
Teachers
- Riina Seppänen
Teacher in charge
Riina Seppänen
Groups
-
LBNS24Bachelor of Business Administration, International Business, Fall, 2024
Objective
After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment. Moreover, you understand the fundamentals of marketing processes. You are able to define the range of marketing decisions an organisation must make to sell its products and services.
Content
- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification
Materials
Philip Kotler, Gary Armstrong, 2013 or newer European edition, Principles of Marketing
Teaching methods
Holistic business understanding, marketing competence, global business competence and skills, ethical competence.
The course familiarizes you with the basic marketing concepts and gives an overall picture of marketing mix decisions. You will learn concepts and tools of customer relationship marketing and will understand the factors that influence consumer buying behaviour. You will apply theoretical marketing studies to different simulation cases.
Core content:
- Marketing Concept
- Creating Customer Value and Satisfaction
- Strategic Planning and the Marketing Process
- Consumer Markets and Buying Behavior
- Product and Service Concept
- Product Life-Cycle
- Pricing of Products
- Marketing Communication
Student workload
Contact teaching and Group working 50h, Independent study 55h
Evaluation scale
H-5
Assessment methods and criteria
Group work 10%
Group presentations 5%
Group discussion 5%
Activity 10%
Exam 70%
The student's inability to meet the given deadlines will result in an instant reduction of the grade according to the following principle: each week reduces the maximum grade by one.
Enrollment
01.04.2023 - 31.10.2023
Timing
23.08.2023 - 15.12.2023
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
30 - 45
Degree programmes
- Degree Programme in International Business
Teachers
- Iouri Kotorov
Teacher in charge
Iouri Kotorov
Groups
-
LBNS23Bachelor of Business Administration, International Business, Fall, 2023
Objective
After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment. Moreover, you understand the fundamentals of marketing processes. You are able to define the range of marketing decisions an organisation must make to sell its products and services.
Content
- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification
Materials
Philip Kotler, Gary Armstrong, 2013 or newer European edition, Principles of Marketing
Teaching methods
Holistic business understanding, marketing competence, global business competence and skills, ethical competence.
The course familiarizes you with the basic marketing concepts and gives an overall picture of marketing mix decisions. You will learn concepts and tools of customer relationship marketing and will understand the factors that influence consumer buying behaviour. You will apply theoretical marketing studies to different simulation cases.
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
Student workload
Contact teaching and Group working 50h, Independent study 55h
Evaluation scale
H-5
Assessment methods and criteria
Group work 10%
Group presentations 5%
Group discussion 5%
Activity 10%
Exam 70%
The student's inability to meet the given deadlines will result in an instant reduction of the grade according to the following principle: each week reduces the maximum grade by one.