Introduction to the Essentials of MarketingLaajuus (3 cr)

Objective

By the end of the course, the student will:
• Gain an understanding of fundamental marketing and digital marketing theories and techniques.
• Understand and develop value propositions that are applied to achieve fit between consumers' needs and companies' offerings.
• Understand consumer behaviour and decision-making in order to map out the consumer journey and evaluate the impact of marketing on consumer decisions and journeys.
• Be able to understand and apply campaign marketing techniques that connect with consumers.
• Work with an example brand to complete course tasks and apply marketing and visual marketing techniques.
• Develop the basic visual skills to generate appealing promotional social media marketing videos (TikToks) that engage consumers.

Content

Aims:

This course provides students with essential knowledge of marketing and digital marketing, enabling them to comprehend the impact of marketing on consumer purchasing decisions.

This course focuses on providing students with the ability to understand the role of marketing in business and the practical skills to apply that knowledge.

The traditional marketing theories are explained with the aid of real-life examples. Students learn how digital marketing theories are applied by businesses into marketing campaigns that engage and influence consumers.

Qualifications

Students for this course are not required to have prior marketing knowledge.

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.