Customer-oriented marketing (5 cr)
Code: LT00AA93-3024
General information
Enrollment
16.12.2019 - 10.01.2020
Timing
01.01.2020 - 30.04.2020
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Kouvola Campus
Teaching languages
- Finnish
Degree programmes
- Degree Programme in Business Data Analytics and Visualisation
Teachers
- Mari Maunula
Teacher in charge
Mari Maunula
Groups
-
DAKV19SP
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