Customer-oriented marketing (5 cr)
Code: LT00AA93-3059
General information
- Enrollment
-
22.08.2022 - 28.08.2022
Registration for the implementation has ended.
- Timing
-
01.08.2022 - 31.12.2022
Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- Mode of delivery
- Contact learning
- Unit
- Department of Logistics and Marine Technology
- Campus
- Kotka Campus
- Teaching languages
- Finnish
- Degree programmes
- Degree Programme in Logistics
- Teachers
- Tuula Kuparinen
- Teacher in charge
- Tuula Kuparinen
- Groups
-
LOKT22SPLogistics, 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 scale
1-5