Customer-oriented marketing (5 cr)
Code: LT00AA93-3087
General information
Enrollment
08.01.2024 - 14.01.2024
Timing
22.01.2024 - 19.05.2024
Number of ECTS credits allocated
5 op
Virtual portion
5 op
RDI portion
1 op
Mode of delivery
Distance learning
Unit
Liiketalouden koulutusyksikkö
Campus
Ecampus
Teaching languages
- Finnish
Seats
20 - 60
Degree programmes
- Degree Programme in Business Management
Teachers
- Laura Hakanen
- Katariina Palmu
Teacher in charge
Katariina Palmu
Groups
-
LTKV24KMBusiness management, full-time studies
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