Siirry suoraan sisältöön

Introduction to Marketing (5 op)

Toteutuksen tunnus: LB10007-3004

Toteutuksen perustiedot


Ilmoittautumisaika
02.12.2024 - 31.01.2025
Ilmoittautuminen toteutukselle on päättynyt.
Ajoitus
07.01.2025 - 31.03.2025
Toteutus on päättynyt.
Opintopistemäärä
5 op
Lähiosuus
5 op
Toteutustapa
Lähiopetus
Yksikkö
International Business (BB)
Toimipiste
Wärtsilä-kampus Karjalankatu 3 (WÄR)
Opetuskielet
englanti
Paikat
100 - 135
Koulutus
Degree Programme in International Business
Opettajat
Riina Seppänen
Janita Ylitalo
Vastuuopettaja
Janita Ylitalo
Ryhmät
LBNK25
Tradenomi (BBA), International Business, kevät, 2025
Opintojakso
LB10007

Arviointiasteikko

H-5

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

Kotler, P. Armstrong, G. Balasubramanian, S. 2024. Principles of Marketing. 19th Edition. Pearson India. Available also as an e-book.

Opetusmenetelmät

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

Siirry alkuun