•   Customer-oriented marketing LT00AA93-3035 18.10.2021-12.12.2021  5 credits  (LTMI21SM) +-
    Learning outcomes of the course
    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.
    Course contents
    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?
    Name of lecturer(s)

    Marja-Leena Koskinen

    Mode of delivery

    Face-to-face

    Recommended or required reading

    Blomster M, Kurtti J-R, Määttä, M ja Sinisalo J. 2020. Digitaalisen markkinoinnin käsikirja – opas mikro- ja pk-yrityksille. Oulu: Oulun Ammattikorkeakoulu
    Bergström, S. ja Leppänen, A. 2016. Yrityksen asiakasmarkkinointi. Helsinki: Edita Publishing Oy (not translated)

    Language of instruction

    Tuition in Finnish

    Timing

    18.10.2021 - 12.12.2021

    Enrollment date

    23.08.2021 - 29.08.2021

    5 credits

    Group(s)
    • LTMI21SM
    Seats

    20 - 60

    Unit, in charge

    Liiketalouden koulutusyksikkö, Mikkeli (not translated)

    Teacher(s)

    Marja-Leena Koskinen

    Programme(s)

    Degree Programme in Business Management

    Unit location

    Mikkeli Campus

    Evaluation scale

    1-5