Customer oriented marketing (5 cr)

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

Students can
a. use professional vocabulary systematically.
b. look for information in the key information sources of the field.
c. identify interrelated tasks.
e. use the key models, methods, software and technologies of the professional field.

Course material

Oppikirja: Bergström-Leppänen: Yrityksen asiakasmarkkinointi, 2015 Edita Publishing
Muu opettajan osoittama opiskelumateriaali.

Study forms and methods

Työviikkopohjainen oppimisväylä:
Lukujärjestykseen merkityt lähiopetustunnit ja itsenäisiä tehtäviä.

Assessment methods and criteria

Tentti (60%) sekä arvioitavat tehtävät (40%) arvosana-asteikolla 1-5.