Opinto-opas

Tavoitteet

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.

Sisältö

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Oppimateriaalit

Brown, D.M. Thompson, A. 2023. Essentials of Marketing. Theory and Practice for a Marketing Career. Routledge, New York.

Opetusmenetelmät

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.

Lisätietoja opiskelijoille

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

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

0-5