Customer Oriented Profitable MarketingLaajuus (5 cr)

Objective

At the end of the study unit, the student is expected to be able to recognise the importance of marketing as a managerial practice describe the marketing planning process identify trends and ethical issues in the marketing environment analyse factors affecting consumer behaviour explain segmentation, targeting and positioning apply the knowledge of marketing mix in business context

Content

Marketing concepts, marketing environment, marketing campaign, customer loyalty, segmentation and positioning, buyer behavior, creating competitive advantage through marketing, marketing 4

Assessment criteria, good (3)

Students are evaluated on their knowledge, skills and attitudes. 1-5