Introduction to MarketingLaajuus (5 ECTS)

Objective

Students will understand the role of marketing in the company strategy. They will be acquainted with various aspects of marketing and will understand the importance of customer oriented marketing as one of the key success factors in running a business. They will be capable of analysing marketing mix choices and their consequencies.
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Student will be able to draft and to implement a marketing plan, and to analyse business activities from marketing perspective. Student will be able to acquire information on the company and marketing from different sources.

Content

- Marketing as part of Company Strategy
- The Planning Process of Marketing and Information Systems
- Business Environment and the Concept of Competitive Advantage
- Buying Behaviour, Segmentation and Positioning
- Marketing Mix: 4P –Frame of Reference (product, price, distribution, communications)
- Basics in Customer Management