Introduction to MarketingLaajuus (5 ECTS)

Objective

After concluding the course the student will

• understand the role of marketing in the company strategy
• knows the essential concepts and be familiar with various sectors of marketing
• understand the importance of customer oriented marketing as one of the key success factors in running a business
• be capable of analysing marketing mix choices and business operations from the marketing perspective
• be able to collect and produce information as well as make development suggestions for the company marketing planning process.

Content

• marketing as part of company strategy
• the planning process of marketing and information systems
• marketing environment and the concept of competitive advantage
• buying behaviour, segmentation and positioning
• marketing mix
• introduction to customer management