Customer-oriented marketing (5 cr)
Code: AV00EI10-3002
General information
Enrollment
01.01.2022 - 14.01.2022
Timing
10.01.2022 - 06.03.2022
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Distance learning
Unit
Open UAS and Continuing Education
Campus
Ecampus
Teaching languages
- Finnish
Seats
1 - 60
Degree programmes
- Open University of Applied Sciences
Teachers
- Miia Savolainen
Teacher in charge
Miia Savolainen
Groups
-
AVMILT22KMINIPOAvoin AMK, Mikkeli, Tradenomi (AMK) polku, verkko
Objective
You are able to describe the aspects of customer-oriented marketing concepts, including its objectives and functions. You are able to analyse customer buying behavior and define principles for the segmentation and selection of target groups. You are able to assess the effects of digital operational environment on customer-oriented marketing. You are able to 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 does a marketing mix consist of, and how can it be used to reach organizational goals?
Evaluation scale
1-5