Marketing (5 cr)

Objective

The student understands the role of marketing and services in the company strategy and the important role of customer-oriented marketing as a success factor in running a business. The student recognizes the essential concepts and various sectors of marketing and the key terminology. The student is able to collect, analyse and produce information as well as make development suggestions for the company’s planning process.

Content

- Business environment and its effects on marketing
- Methods of customer acquisition
- Marketing mix
- Planning, implementation and follow-up of marketing
- Sustainable marketing

Location and time

According to the schedule

Materials

* Bergström Seija & Leppänen Arja, 2009 (or after). Yrityksen asiakasmarkkinointi, Edita. (availabe as e-book)

* other material

Teaching methods

Lecture recordings
Independent assignments
on-line exams

Exam schedules

Optional quizzes during the course and a computer-assisted multiple choice exam at the end of the course.
Quiz dates and resits are listed in the course schedule.

Completion alternatives

100% book exam

Student workload

Contact sessions 16 hours
Learning assignments 71 hours
Individual studying 48 hours

Further information

Tuition in Finnish, materials in Finnish and English

Evaluation scale

0-5

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.

Assessment methods and criteria

Learning assignments 60%
Exam 40%