Customer Oriented MarketingLaajuus (5 cr)

Objective

At the end of the course, the student is expected to be able to: recognise the importance of customer-oriented marketing explain the objectives and tasks of customer oriented marketing explain the marketing elements in the external environment and their impact on marketing planning evaluate matters affecting customer behavior explain segmentation criterias and solve them for the target market explain the concepts, means and objectives in solutions for product, price, distribution channel, and marketing communication indentify the importance of service in the marketing mix create a justified marketing mix taking into consideration the product life cycle, objectives, and the ethics of marketing

Content

Content:   - customer-oriented marketing - customer buying behavior, organizational buying behavior - segmentation of the target market - the company´s marketing environment, competitor analysis - marketing process - marketing mix - ethical aspects in marketing  

Assessment criteria, good (3)

Evaluation is based on knowledge and skills. The scale used is excellent (5), good (4-3), satisfactory (2-1), failed (0)