Asiakaskeskeinen markkinointi (5 op)

Tavoitteet

You are able to describe the aspects of customer oriented marketing concepts, including its objectives and functions.
You are able to analyse customer buying behavior and define principles for the segmentation and selection of target groups.
You are able to evaluate the effects of digital operational environment on customer oriented marketing.
You are able to design a marketing mix, taking into consideration product life cycle, marketing objectives and corporate responsibility.

Sisältö

What are the objectives and role of customer oriented marketing and relationship marketing in the organisation’s operation?
How does the digital economy and operational environment affect the planning of marketing?
How is customer buying behavior and segmentation taken into consideration when defining objectives and target groups?
What does marketing mix consist of and how can it be used to reach organisational goals?

Arviointi

You know how to
a.use professional vocabulary systematically
b.look for information in the key information sources of the field
c.identify interrelated tasks
e. use the key models, methods, software and technologies of the professional field

Opiskelumateriaali

Course book:
Marketing: an introduction, 4th Edition, Masterson, Phillips, Pickton
Other reading:
Marketing Theory, 3rd Edition, Baker and Saren
Principles and Practice of Marketing, Jobber

Opiskelumuodot ja -menetelmät

Työviikkopohjainen oppimisväylä:
Contact sessions, group/independent working

Tenttien ja tehtävien ajoittuminen

Resits: 3.2.2020, 17.2.2020, 6.4.2020

Arviointiasteikko

1-5

Arviointikriteerit, hyvä (3-4)

You know how to
a. use professional vocabulary systematically
b. look for information in the key information sources of the field
c. identify interrelated tasks
e. use the key models, methods, software and technologies of the professional field