Customer-oriented marketing (5 cr)

Code: LT00AA93-3042

General information

Enrollment: 23.08.2021 - 29.08.2021
Registration for the implementation has ended.

Timing: 06.09.2021 - 31.12.2021
Implementation has ended.

Number of ECTS credits allocated: 5 cr

Local portion: 5 cr

RDI portion: 3 cr

Unit: Liiketalouden koulutusyksikkö, Kouvola (vanhennettu)

Campus: Kouvola Campus

Teaching languages: English

Degree programmes: Degree Programme in Digital International Business

Teachers: Hugh Clack

Groups: IBKV21SP
Digital international business, full-time studies

Course: LT00AA93

No reservations found for realization LT00AA93-3042!

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

Marketing: an introduction, 4th Edition, Masterson, Phillips, Pickton
Other reading:
Marketing Theory, 3rd Edition, Baker and Saren
Principles and Practice of Marketing, Jobber

Course part description

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