Marketing
| Structure Type: | Course |
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| Code: | KB02BLIMR07 |
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| Type: | Compulsory |
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| Level: | Bachelor |
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| Credits: | 7.0 points |
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| Responsible Teacher: | Holma, Heikki |
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| Language of Instruction: | Finnish |
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Learning Outcomes
Introduction to marketing
Students wil be introduced to modern marketing thinking and understand the significance of marketing in developing a business. Upon completion of the course, students will be familiar with the theoretical foundations, concepts and models of marketing, and they will be aware of the way(s) companies and organisations in their chosen field carry out marketing. They will be competent in assessing and comparing the marketing activities in those companies and organisations to competitors in the same field and in other fields. Students will understand the significance of creating and maintaining competitive edge in the development of business.
Productization and marketing communication
Students will acquire basic knowledge of marketing communication and familiarise themselves with related tools and how to use them. Students will apply their acquired knowledge in an extensive project related to the topic. Upon completion of the course, students will understand what marketing communication is, what is intended by it and what its significance is to the activities in an organisation and the various interest groups involved in a given organisation. Students will practice utilising various tools needed in marketing communication through case studies. They will also apply their acquired knowledge in an extensive project pertaining to the topic, e.g. advertising campaign, running a booth at a fair, organising a PR event, etc.)
Student's Workload
Total woork load of the course 189 h,
- of which scheduled studies 98 h
- of which autnomous studies 91 h
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
Introduction to marketing
- Theoretical foundation, concepts and models of marketing
- Competitive tools in marketing, image marketing and consumer behaviour
- Creating and maintaining competitive edge
- Developing a business through marketing
- Case studies of companies and organisations
Productization and marketing communication
- Introduction to marketing communication
- Personal sales work
- Advertising
- Sales promotion
- Public relations
- Sponsors
The course is integrated into information technology with emphasis on image processing and publishing programs.
Recommended or Required Reading
-Bergström S., Leppänen A. 2009. Yrityksen asiakasmarkkinointi. EDITA.
-Rope T. & Vahvaselkä I. 1998 or later. Nykyaikainen markkinointi. WSOY.
-Armstrong G. & Kotler P. Marketing. An Introduction. 2000. (assigned pages). Prentice-Hall International.
-Juslin H. & Neuvonen J. Metsäteollisuustuotteiden markkinointi. 1997. Ministry of Education. Handout.
-Vuokko P. 2003. Markkinointiviestintä, vaikutus ja keinot. WSOY.
-Karjaluoto H. 2010. Digitaalinen markkinointiviestintä. DOLENDO.
-Other material to be announced at the beginning of the course.
Mode of Delivery / Planned Learning Activities and Teaching Methods
- Lectures
- Assignments, both independently and in groups
- Exams
Assessment Criteria
Grading will be announced during the course.
Assessment Methods
- Approved exam
- Approved assignments
- Grading based on a scale of 1 to 5
Work Placement
None
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