Marketing
| Structure Type: | Course |
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| Code: | KC00BYT1040 |
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| Type: | Compulsory |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Myllymäki, Helena |
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| Language of Instruction: | Finnish |
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Course Implementations, Planned Year of Study and Semester
| Curriculum | Semester | Credits | Start of Semester | End of Semester |
| BIOEL-2013 |
3 autumn |
3.0 |
2015-08-01 |
2015-12-31 |
| KOTU-2013KOTU |
2 spring |
3.0 |
2015-01-02 |
2015-07-31 |
| KOTU-2014KOTU |
2 spring |
3.0 |
2016-01-01 |
2016-07-31 |
| KOTU-2015KOTU |
2 spring |
3.0 |
2017-01-01 |
2017-07-31 |
| KOTU-2016KOTU |
2 spring |
3.0 |
2018-01-01 |
2018-07-31 |
Learning Outcomes
Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture
Recommended or Required Reading
Bergström & Leppänen: Yrityksen asiakasmarkkinointi
Lahtinen & Isoviita: Asiakaspalvelun ja markkinoinnin perusteet
Grönroos: Palveluiden johtaminen ja markkinointi
Mode of Delivery / Planned Learning Activities and Teaching Methods
Project work
Lectures
Case studies
Independent study
Assessment Criteria
1 Student knows the basics af the course.
3 Student knows the contents of the course well.
5 Student knows the contents of the course well and can apply their knowledge in practice
Assessment Methods
Case studies
Work Placement
None
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