Principles of marketingLaajuus (5 cr)

Objective

Students can perceive the totality of the sections of marketing and the goals of these sections Students can perceive the main operational environment of marketing and the effects of the digital economy to marketing Students can apply the marketing mix to different market situations and organisations.

Content

What is the goal and importance of marketing in the operations of an organisation? What does the marketing environment consist of and who are the main actors? How does the digital economy affect marketing? What does the marketing mix consist of? How is the marketing mix used for reaching the goals of the organisation?

Qualifications

No prerequisites

Assessment criteria, good (3)

a. Students can systematically use the concepts related to the principles of marketing b. Students can search information to support marketing planning from the main sources in the field c. Students can perceive the totality of marketing: the marketing mix, goals, actors and operational environment e. Students can apply the main operational models and methods of marketing