Marketing thinking and customer understandingLaajuus (5 cr)

Objective

You are able to describe the aspects, objectives, and functions of multichannel customer-oriented marketing concepts.

You are able to plan a marketing mix, taking into consideration product lifecycle, marketing objectives and corporate responsibility.

You are able to define and describe factors affecting the purchasing and consuming behaviour of different customer groups and define the segmentation criteria for target group selection.

You are able to define and identify factors affecting customer experience as a whole.

Content

What are the objectives and role of multichannel customer-oriented marketing in an organisation's operations?

What does a marketing mix consist of, and how can it be used to reach organisational goals?

How can the customer's buying behaviour be analysed, and what kind of purchase motives do customers have? How are customers segmented?

How is customer understanding collected and utilised? From which different sources can data on customer understanding be obtained?

Evaluation

Students can

a) know how to consistently use vocabulary related to customer-oriented marketing, customer insight and customer experience.

b) look for information in the key information sources of the field.

c) identify the entity of customer-oriented marketing: operational environment, targets and marketing mix.

e) use the key models and methods of customer-oriented marketing.