Marketing Thinking
| Structure Type: | Course |
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| Code: | KD07BMMA270 |
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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: | Viljamaa, Anmari |
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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 |
| LITAKO-2013 |
2 autumn |
3.0 |
2014-09-01 |
2014-12-31 |
| LITAKO-2014 |
2 autumn |
3.0 |
2015-08-01 |
2015-12-31 |
| PK-2014 |
2 autumn |
3.0 |
2016-08-01 |
2016-12-31 |
Learning Outcomes
The student can describe the integrating role of marketing in business and recognize the value logic of a firm. The student can analyze the business tools of marketing mix and apply them in competitive settings. The student can plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Student's Workload
Total work load of the course: 80 h
- of which scheduled studies: 36 h
- of which autonomous studies: 44 h
Prerequisites / Recommended Optional Courses
Virtual enterprise studies concerning marketing.
Contents
- Strategy from the marketing point of view; segmentation, positioning
- value logic
- role of marketing in business
- tools of the marketing mix
- basics of marketing planning
- customer-centered business
- customer relationship management
Recommended or Required Reading
Grönroos, C. 2009. Palvelujen johtaminen ja markkinointi. (3. uudistettu painos).
Kotler, P., Armstrong, G., Saunders, J. & Wong, V. (2008). Principles of Marketing. Chapters 11-15 and 19.
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures, excercises
Assessment Criteria
Excellent (5): The student has participated actively and constructively. He/she can to an excellent standard describe the integrating role of marketing in business and recognize the value logic of a firm. The student can analyze the business tools of marketing mix and apply them in competitive settings. The student can plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Good (4-3): The student has participated actively. He/she can describe the integrating role of marketing in business and recognize the value logic of a firm. The student can analyze the business tools of marketing mix and apply them in competitive settings. The student can plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Satisfactory (2-1): The student has participated as instructed. He/she can describe the integrating role of marketing in business and recognize the value logic of a firm. The student can analyze the business tools of marketing mix and apply them in competitive settings. The student can plan business activities utilizing customer perspectives and describe the signifigance of customer perspective.
Assessment Methods
- written excercise (group work) 50 %
- exam 50 %
Work Placement
None.
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