Customer-oriented marketing (5 cr)

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?

Course material

Bergström & Leppänen: Yrityksen asiakasmarkkinointi. Edita. Eri painoksia voi käyttää rinnakkain.

Study forms and methods

Harkitaan tapauskohtaisesti.
Käynnistä mahdollinen AHOT-menettely hyvissä ajoin ennen opintojakson alkua.

RDI and work-related cooperation

-

Timing of exams and assignments

Ilmoitetaan kurssialustalla opintojakson alkaessa.

International cooperation

-

Student workload

135 tuntia

Course part description

Sisällön mukainen eteneminen.

Evaluation scale

1-5

Assessment methods and criteria

Hyväksytysti suoritetut tentit ja/tai tehtävät.