Marketing in the Design IndustryLaajuus (2 cr)

Objective

The student masters the central concepts and areas of marketing and marketing communication. The student understands the importance of customer orientation and sales in the business of the creative industry. The student's knowledge of the multidisciplinary operating environment of design, contractual practices and copyrights increases. The student understands the principles of brand building and target group thinking in the field of design.

Content

- Mutual concepts of marketing and marketing communication
- Customer orientation and the importance of sales in the business of the creative industry
-Marketing of own expertise, industry networks and operating environment
-Brand building and target group thinking in the design industry
-Sustainable development and intangible rights in the design industry

Assessment criteria, satisfactory (1)

The student manages the interaction between sales and marketing. The student knows the key concepts and areas of marketing and marketing communication. The student recognises the importance of customer orientation and target group thinking. The student knows how to apply the professional and ethical principles of the field from a marketing perspective. The student masters marketing strategies and understands the principles of image marketing and brand building. The student recognises design operating environments, contractual practices and copyrights.

Assessment criteria, good (3)

The student has a good command of the interaction between sales and marketing. The student masters the key concepts and areas of marketing and marketing communication. The student understands the importance of customer orientation and target group thinking. The student knows how to apply the professional and ethical principles of the field from a marketing perspective. The student has a good command of marketing strategies and understands the principles of image marketing and brand building. The student is well acquainted with design operating environments, contractual practices and copyrights.

Assessment criteria, excellent (5)

The student has a good command of the interaction between sales and marketing. The student has a broad mastery of the key concepts and areas of marketing and marketing communication. The student understands the importance of customer orientation and target group thinking in a wide range of areas. The student knows how to apply the professional and ethical principles of the field from a marketing perspective. The student has an excellent command of marketing strategies and understands the principles of image marketing and brand building. The student has an excellent knowledge of design operating environments, contractual practices and copyrights.

Assessment criteria, approved/failed

The student manages the interaction between sales and marketing. The student knows the key concepts and areas of marketing and marketing communication. The student recognises the importance of customer orientation and target group thinking. The student knows how to apply the professional and ethical principles of the field from a marketing perspective. The student masters marketing strategies and understands the principles of image marketing and brand building. The student recognises design operating environments, contractual practices and copyrights.