Customer-oriented marketing (5 cr)
Code: LT00AA93-3079
General information
- Enrollment
-
06.11.2023 - 17.11.2023
Registration for the implementation has ended.
- Timing
-
08.01.2024 - 31.05.2024
Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 0 cr
- Virtual portion
- 5 cr
- Mode of delivery
- Distance learning
- Unit
- Department of Business
- Campus
- Ecampus
- Teaching languages
- Finnish
- Seats
- 20 - 60
- Degree programmes
- Degree Programme in Data Analytics
- Teachers
- Katariina Palmu
- Teacher in charge
- Katariina Palmu
- Groups
-
DAKV23SVData analytics, online studies
- 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
Opintojakson oppimistehtävät suoritetaan Learn-alustalla. Tehtävien suoritusaikataulu on esitetty alustallla.
Student workload
n. 135 tuntia opiskelijan työtä.
Course part description
Yksi opintojakso on mahdollista toteuttaa Datalabrassa.
Evaluation scale
1-5
Assessment methods and criteria
Opintojakso arvioidaan arvosanalla 0-5. Opintojakso koostuu erilaisista oppimistehtävistä. Oppimistehtävien arviointiperusteet julkaistaan opintojakson Learn-alustalla. Hyväksytty arviointi edellyttää tehtävien tekemistä hyväksytysti annettujen määräaikojen aikana.