Study Guide

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?

Materials

Marketing Theory, 3rd Edition, Baker & Saren
Marketing: an introduction, 4th Edition, Masterson, Philips, Picton

Teaching methods

Course is planned as part of daytime studies according to timetables

Employer connections

Marketing related projects carried out during the course.

Exam schedules

There will be no exam and no re-attempts for this course.

Content scheduling

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

Evaluation will be based on participation, group discussions, completed tasks and main course assignment.