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Customer-oriented marketing (5 cr)

Code: LT00AA93-3064

General information


Enrollment
21.08.2023 - 01.09.2023
Registration for the implementation has ended.
Timing
01.08.2023 - 31.12.2023
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
Anja Härkönen
Teacher in charge
Anja Härkönen
Groups
LOKT23SP
Logistics, full-time studies
Course
LT00AA93
No reservations found for realization LT00AA93-3064!

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

Kirjallisuus
- Komulainen, M. 2018. Menesty digimarkkinoinnilla. 1. painos. [Helsinki]: Kauppakamari.
- Bergström, S. & Leppänen, A. 2015. Yrityksen asiakasmarkkinointi. 19.p. Helsinki: Edita.

Study forms and methods

.

Timing of exams and assignments

Ilmoitetaan myöhemmin

Student workload

135 h

Course part description

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 and marketing objectives .

Evaluation scale

1-5

Assessment methods and criteria

Arviointi kohdistuu tietoihin ja taitoihin. Käytettävä asteikko on kiitettävä (5), hyvä (4-3), tyydyttävä (2-1), hylätty (0).

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