Marketing, sales & product planLaajuus (5 cr)

Objective

You learn how to productize, commercialize and manage different types of innovations in businesses

You can describe the aspects of customer-oriented marketing concepts, including its objectives and functions.

You can analyze customer buying behavior and define principles for the segmentation and selection of target groups.

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing

You can design a marketing mix, taking into consideration product lifecycle, marketing objectives and corporate responsibility.

Content

What are the objectives and role of customer-oriented marketing and relationship marketing in the organizations’ operations?

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 are the components of multichannel digital marketing and sales?

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

Evaluation

You can use vocabulary related to business operations

You can use persuasive techniques to effectively pitch your ideas

You can write a research report that analyses a business opportunity

You demonstrate that you can analyze and interpret financial statements

You can analyze the activities of enterprise by using key indicators data to support the decision making.