Introduction to MarketingLaajuus (3 op)

Osaamistavoitteet

Upon course completion, the student will know the scope, focus, objectives, elements (terminology, theory and tools), activities and functions of marketing; will know how to develop a marketing strategy and plan; will understand corporate and business-level planning, what strategic planning entails as well as implementation strategies and issues; will know methods for determining investment objectives and the growth options; will understand about consumers, markets, segments, positioning, why and how people buy and what influences them; will know competitive strategies and the Marketing Mix Elements (PPPP), their strategies and issues; will know about selling philosophies, approaches, techniques etc.; and will be familiar with management, team and leadership theory and issues.

Upon course completion, the student will be able to communicate competently in the field of marketing; will be able to think strategically and develop a plan of action applying tools for creating options and assessing the environment, competition, own assets, etc. especially in the field of marketing.

Related competencies of the degree programme
This provides the student with the overview of all the elements of the business curriculum and the terminology, theory and tools needed to function and communicate in the coming courses, and in this field of marketing and business in general; it provides specific terms and tools for application in future courses, i.e. Integrated Entrepreneurship, Marketing Research, Contextual Decision-Making and Corporate Strategy; shows the relevance and connection to Business Communication Courses Quantitative Analysis; and highlights the relationship with Management & Organisational Behavior and HRM courses as well as Economy, Finance and Accounting courses.

Sisältö

1. Marketing & Marketing Planning: The Nature of Marketing, Business-Level Planning,
Marketing Planning & Strategy Formulation
2. Customers, Markets & Competition: Why People Buy, How They Choose & What Influences Them, Markets, Segmentation & Positioning, Strategic, Competitive Strategies
3. Marketing Intelligence the Marketing Manager: Marketing Research and Its Role in Decision Making
4. Marketing Mix Elements: Product Management, Product Strategies & Product, Development, Persuasive Communication: Advertising, Sales Promotion, Personal Selling, Publicity, PR, Budgeting, Evaluation, Sales Management, Pricing: Role, Goals, Factors, & Variables, Strategies & Methods, Placement: Distribution Strategies & Channel Management
5. Marketing Strategy and the Organization - Strategies for Change: Change Management, Conclusions

Connection to other courses (e.g., in Finance, Management, Economics, Culture, etc.)
Universal Laws of Marketing. Issues of decision-making, management, leadership and teams, presentation technique in brief

Esitietovaatimukset

English Language Proficiency