Customer-oriented marketing (5 cr)
Code: LT00AA93-3057
General information
Enrollment
22.08.2022 - 28.08.2022
Timing
05.09.2022 - 31.12.2022
Number of ECTS credits allocated
5 op
RDI portion
3 op
Mode of delivery
Contact teaching
Unit
Liiketalouden koulutusyksikkö, Kouvola (vanhettu)
Campus
Kouvola Campus
Teaching languages
- English
Degree programmes
- Degree Programme in Digital International Business
Teachers
- Hugh Clack
Teacher in charge
Hugh Clack
Groups
-
IBKV22SPDigital 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?
Opiskelumateriaali
Marketing Theory, 3rd Edition, Baker & Saren
Marketing: an introduction, 4th Edition, Masterson, Philips, Picton
Yksilölliset oppimisväylät
Course is planned as part of daytime studies according to timetables.
TKI ja työelämäyhteistyö
Marketing related projects carried out during the course.
Tentit ja muut määräajat
There will be no exam and no re-attempts for this course.
Toteutuksen osien kuvaus
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?
Further information
All sessions will be carried out online through Learn and Teams.
Evaluation scale
1-5
Assessment methods and criteria
Evaluation will be based on participation, group discussions, completed tasks and main course assignment.