Introduction to MarketingLaajuus (4 ECTS)

Objective

Upon completion of the course the student has knowledge of modern marketing and understands the importance of the customer centric thinking and paying attention to the needs and wants of the different markets. The student understands the significance of constantly watching and adapting to the changing environment. The student knows the components of the marketing mix.
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Upon completion of the course the student is able to choose the right thinking mode based on the customer group and product type. The student sees the customers as the centre of the business and is able to choose the right marketing mix for each customer group.

Content

Core marketing concepts, the marketing environment and its effects on the company, methods of demand forecasting, modes of marketing based on the customer and product type, the special characteristics and needs of these different markets, marketing and competitive strategies, the marketing mix and marketing research.
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Programme specific. Examples of the additional contents could be virtual marketing, international marketing and business.

Qualifications

Introduction to Entrepreneurship

Further information

Lectures 28 h
Laboratory exercises 14 h
Project 20 h
Student individual workload 42 h
Exam 2 h
Total 106 h