Customer-oriented marketing (5 cr)
Code: LT00AA93-3042
General information
Enrollment
23.08.2021 - 29.08.2021
Timing
06.09.2021 - 31.12.2021
Number of ECTS credits allocated
5 op
RDI portion
3 op
Mode of delivery
Contact teaching
Campus
Kouvola Campus
Teaching languages
- English
Degree programmes
- Degree Programme in Digital International Business
Teachers
- Hugh Clack
Groups
-
IBKV21SPDigital international business, full-time studies
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?
Materials
Marketing: an introduction, 4th Edition, Masterson, Phillips, Pickton
Other reading:
Marketing Theory, 3rd Edition, Baker and Saren
Principles and Practice of Marketing, Jobber
Content scheduling
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?
Evaluation scale
1-5
Assessment methods and criteria
Completed tasks and final examination