Customer-oriented marketing (5 cr)
Code: LT00AA93-3071
General information
- Enrollment
-
07.11.2022 - 18.11.2022
Registration for the implementation has ended.
- Timing
-
01.01.2023 - 01.05.2023
Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- Mode of delivery
- Contact learning
- Unit
- Department of Business
- Campus
- Kouvola Campus
- Teaching languages
- Finnish
- Seats
- 20 - 60
- Degree programmes
- Degree Programme in Data Analytics
- Teachers
- Katariina Palmu
- Teacher in charge
- Katariina Palmu
- Groups
-
DAKV22SMData analytics, part-time
- 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?
Course material
Bergström, S. ja Leppänen, A. 2016. Yrityksen asiakasmarkkinointi. Helsinki: Edita Publishing Oy
Learn-alustan materiaalit ja muu opettajan osoittama materiaali.
RDI and work-related cooperation
Opiskelijat tutustuvat opintojaksolla tarkemmin ainakin yhden yrityksen markkinointiin ja sen suunnitteluun.
Timing of exams and assignments
Opintojaksolla ei järjestetä tenttiä.
Student workload
n. 135 tuntia opiskelijan työtä jakautuu luentoihin ja itseopiskeluun (materiaalin lukeminen ja ymmärryksen syventäminen, tehtävien teko yksin ja ryhmässä).
Course part description
Osa kurssin suoritusta on ryhmissä tehtävä somemarkkinointikampanja (XAMK Data-analytiikan mainostaminen yhteishaussa eri somekanavissa).
Evaluation scale
1-5
Assessment methods and criteria
Opintojakso arvioidaan arvosanalla 0-5. Opintojakso koostuu erilaisista oppimistehtävistä. Oppimistehtävien arviointiperusteet julkaistaan opintojakson Learn-alustalla.