Introduction to Marketing (5 cr)
Code: LB10007-3004
General information
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