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Customer-oriented marketing (5 cr)

Code: LT00AA93-3064

General information


Enrollment

21.08.2023 - 01.09.2023

Timing

01.08.2023 - 31.12.2023

Number of ECTS credits allocated

5 op

Mode of delivery

Contact teaching

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
  • 06.11.2023 13:00 - 15:30, Asiakaslähtöinen markkinointi LT00AA93-3064
  • 13.11.2023 13:00 - 15:30, Asiakaslähtöinen markkinointi LT00AA93-3064
  • 20.11.2023 13:00 - 15:30, Asiakaslähtöinen markkinointi LT00AA93-3064
  • 27.11.2023 10:00 - 12:30, Asiakaslähtöinen markkinointi LT00AA93-3064
  • 08.12.2023 09:30 - 12:00, Asiakaslähtöinen markkinointi LT00AA93-3064
  • 13.12.2023 09:30 - 12:00, Asiakaslähtöinen markkinointi 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?

Opiskelumateriaali

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

Yksilölliset oppimisväylät

.

Tentit ja muut määräajat

Ilmoitetaan myöhemmin

Opiskelijan työmäärä

135 h

Toteutuksen osien kuvaus

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).