Customer-oriented marketing (5 cr)
Code: LT00AA93-3074
General information
Enrollment
02.01.2023 - 15.01.2023
Timing
13.02.2023 - 28.05.2023
Number of ECTS credits allocated
5 op
Virtual portion
3 op
RDI portion
3 op
Mode of delivery
40 % Contact teaching, 60 % Distance learning
Unit
Liiketalouden koulutusyksikkö
Campus
Kouvola Campus
Teaching languages
- Finnish
Seats
20 - 60
Degree programmes
- Degree Programme in Business Management
Teachers
- Laura Hakanen
Teacher in charge
Laura Hakanen
Groups
-
LTKV23KMBusiness management, full-time studies
- Asiakaslähtöinen markkinointi LT00AA93-3074 / 15.05.2023 09:00 - 12:00
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