Customer-oriented marketing (5 cr)
Code: LT00AA93-3049
General information
Enrollment
23.08.2021 - 29.08.2021
Timing
06.09.2021 - 12.12.2021
Number of ECTS credits allocated
5 op
Virtual portion
5 op
RDI portion
1 op
Mode of delivery
Distance learning
Unit
Department of Logistics and Marine Technology
Campus
Ecampus
Teaching languages
- Finnish
Degree programmes
- Degree Programme in Logistics
Teachers
- Eeva Ala-Krekola
Teacher in charge
Eeva Ala-Krekola
Groups
-
LLKT21SVBusiness Logistics, online 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
To be informed on digital learning environment Learn
Teaching methods
If the student wishes to follow an individual learning track, the student writes a plan on the individual learning track. The plan has to be approved by their work place and must comply with the learning outcomes of the course. The individual learning track must be presented to and agreed with the teacher prior to the course start.
Exam schedules
To be informed on digital learning environment Learn
Student workload
5 cr / 135 h
Evaluation scale
1-5
Assessment methods and criteria
To be informed on digital learning environment Learn