Marketing Management
| Structure Type: | Course |
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| Code: | KD06BNMA160 |
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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: | Laine, Päivö |
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| Teacher Team: | Mäkeläinen, Ville-Pekka |
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| Language of Instruction: | English |
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Learning Outcomes
Students will know practical strategic marketing management and theoretical tools for strategy and marketing planning.
Student's Workload
80 h
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
Building Customer Satisfaction, Analyzing Marketing Opportunities, Market Information and Demand, Consumer Markets and Buying Behavior, Business Markets and Buying Behavior, Analyzing Industries and Competitors, Identifying Market Segments, Selecting Target Markets, Differentiating and positioning the Market Offering, Managing Life-Cycle Strategies
Recommended or Required Reading
Kotler & Keller: Marketing Management, 13th edition, handouts and other materials as indicated by the lecturer
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures and functional case exercises like group works, games, drama, discussions and seminars, portfolio of exercises, exam.
Assessment Criteria
Will be announced at the beginning of the course.
Assessment Methods
Working report, presentation and evaluation. Group exercises made during lessons
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