Customer-oriented marketing (5 cr)
Code: LT00AA93-3048
General information
- Enrollment
- 23.08.2021 - 29.08.2021
- Registration for the implementation has ended.
- Timing
- 13.09.2021 - 31.12.2021
- Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 3 cr
- Virtual portion
- 2 cr
- Mode of delivery
- Blended learning
- Unit
- Liiketalouden koulutusyksikkö, Kouvola (vanhennettu)
- Campus
- Kouvola Campus
- Teaching languages
- Finnish
- Seats
- 20 - 60
- Degree programmes
- Degree Programme in Business Management
- Teachers
- Katariina Palmu
- Teacher in charge
- Katariina Palmu
- Groups
-
LTKV21SP2Business, full-time studies
- Course
- LT00AA93
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
Students can
a. use professional vocabulary systematically.
b. look for information in the key information sources of the field.
c. identify interrelated tasks.
e. use the key models, methods, software and technologies of the professional field.
Course material
Bergström, S. ja Leppänen, A. 2016. Yrityksen asiakasmarkkinointi. Helsinki: Edita Publishing Oy
Learn-alustan materiaalit ja muu opettajan osoittama materiaali.
Student workload
n. 135 tuntia opiskelijan työtä jakautuu luentoihin ja itseopiskeluun (materiaalin lukeminen ja ymmärryksen syventäminen, tehtävien teko yksin ja ryhmässä).
Course part description
Osa kurssin suoritusta on pienryhmissä tehtävä yritysanalyysi opiskelijoiden valitsemista yrityksistä. Tämä yritysanalyysi on osa myös Yritystoiminta ja yrittäjyys -opintojaksoa. Voit kuitenkin osallistua kurssille, vaikka et opiskelisi samanaikaisesti Yritystoiminta ja yrittäjyys -opintojaksolla.
Evaluation scale
1-5