Study Guide

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Location and time

Kevätlukukausi 2024 viikoilla 2- 9
Lähiopetus kerran viikossa 2,5 tuntia

Materials

Bergström & Leppänen. 2016 (tai uudempi 2021). Yrityksen asiakasmarkkinointi. Saatavana KAMK:n kirjastossa painettuna sekä e-kirjana.

Teaching methods

Luennot, ohjatut harjoitukset, yhteistoiminnallinen opiskelu (esim. pari- ja ryhmätyöskentely) ja itsenäinen opiskelu

Employer connections

Luennoilla mahdolliset (yrittäjä)vierailijat ja ohjatuttuina harjoituksina yrityksille tehtävät projektit.
Mahdolliset yritysvierailut lähialueen yrityksiin.

Exam schedules

Tenttiajankohta sovitaan yhdessä opintojakson alussa. Uusinta yleisinä uusintapäivinä.

Completion alternatives

Sovitaan opettajan kanssa tapauskohtaisesti KAMKin pääperiaatteiden mukaisesti:
- Aiemmat markkinoinnin korkeakoulusuoritukset voidaan hyväksilukea tapauskohtaisesti.
- Työelämässä aiemmin hankittua osaamista tunnistetaan (AHOT) tapauskohtaisesti.
- Opinnollistaminen eli nykyisessä työssä hankittava ja osoitettava markkinointiosaaminen.

Student workload

5 op = 135 h opiskelijan työtä

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Assessment methods and criteria

Arviointi perustuu kurssitehtävien kokonaispistemäärään (max 50 pistettä), joka kertyy seuraavasti:
Luennot ja harjoitukset tunnilla 25 p. = 2,5 op
Itsenäinen tehtävä Moodlessa 10 p. = 1 op
Tentti 15 p = 1,5 op

Arvosana määräytyy kokonaispistemäärän perusteella:
5 = 43-50 pistettä
4 = 36-42 pistettä
3 = 29-35 pistettä
2 = 21-28 pistettä
1 = vähintään 20 pistettä ja tentti läpi

Arviointikriteerit
Kiitettävä 5
Opiskelija tuntee hyvin markkinoinnin peruskäsitteet ja osaa soveltaa niitä monipuolisesti käytännön tilanteissa. Opiskelija tuntee ja ymmärtää markkinoinnin kilpailukeinot ja osaa soveltaa niitä itsenäisesti ja asiakaslähtöisesti yrityksen markkinoinnissa. Opiskelija osoittaa tehtävissä oma-aloitteisuutta, käsitteellistä ja kriittistä pohdintaa sekä laaja-alaista markkinointiympäristön ymmärrystä.

Hyvä 3 - 4
Opiskelija tuntee markkinoinnin peruskäsitteet ja osaa hyödyntää niitä käytännön tilanteissa. Opiskelija tunnistaa markkinoinnin kilpailukeinot ja osaa soveltaa niitä asiakaslähtöisesti yrityksen markkinoinnissa. Opiskelija osoittaa tehtävissä oma-aloitteisuutta, itsenäistä ajattelua ja markkinointiympäristön ymmärrystä.

Tyydyttävä 1 - 2
Opiskelija tunnistaa markkinoinnin peruskäsitteet. Opiskelija hahmottaa markkinoinnin kilpailukeinojen ydinkohdat ja kykenee selittämään asiakaslähtöisen markkinoinnin perusteet. Opiskelija tarvitsee ohjausta ratkaisujen löytämisessä ja kykenee tarkastelemaan konkreettisella tasolla markkinointiympäristöä.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Location and time

Syyslukukausi 2023 eli syys-joulukuu
Lähiopetus kerran viikossa 2,5 tuntia

Materials

Bergström & Leppänen. 2016 (tai uudempi 2021). Yrityksen asiakasmarkkinointi. Saatavana KAMK:n kirjastossa painettuna sekä e-kirjana.

Teaching methods

Luennot, ohjatut harjoitukset, yhteistoiminnallinen opiskelu (esim. pari- ja ryhmätyöskentely) ja itsenäinen opiskelu

Employer connections

Luennoilla mahdolliset (yrittäjä)vierailijat ja ohjatuttuina harjoituksina yrityksille tehtävät projektit.
Mahdolliset yritysvierailut lähialueen yrityksiin.

Exam schedules

Tenttiajankohta sovitaan yhdessä opintojakson alussa. Uusinta yleisinä uusintapäivinä.

Completion alternatives

Sovitaan opettajan kanssa tapauskohtaisesti KAMKin pääperiaatteiden mukaisesti:
- Aiemmat markkinoinnin korkeakoulusuoritukset voidaan hyväksilukea tapauskohtaisesti.
- Työelämässä aiemmin hankittua osaamista tunnistetaan (AHOT) tapauskohtaisesti.
- Opinnollistaminen eli nykyisessä työssä hankittava ja osoitettava markkinointiosaaminen.

Student workload

5 op = 135 h opiskelijan työtä

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Assessment methods and criteria

Arviointi perustuu kurssitehtävien kokonaispistemäärään (max 50 pistettä), joka kertyy seuraavasti:
Luennot ja harjoitukset tunnilla 25 p. = 2,5 op
Itsenäinen tehtävä Moodlessa 10 p. = 1 op
Tentti 15 p = 1,5 op

Arvosana määräytyy kokonaispistemäärän perusteella:
5 = 43-50 pistettä
4 = 36-42 pistettä
3 = 29-35 pistettä
2 = 21-28 pistettä
1 = vähintään 20 pistettä ja tentti läpi

Arviointikriteerit
Kiitettävä 5
Opiskelija tuntee hyvin markkinoinnin peruskäsitteet ja osaa soveltaa niitä monipuolisesti käytännön tilanteissa. Opiskelija tuntee ja ymmärtää markkinoinnin kilpailukeinot ja osaa soveltaa niitä itsenäisesti ja asiakaslähtöisesti yrityksen markkinoinnissa. Opiskelija osoittaa tehtävissä oma-aloitteisuutta, käsitteellistä ja kriittistä pohdintaa sekä laaja-alaista markkinointiympäristön ymmärrystä.

Hyvä 3 - 4
Opiskelija tuntee markkinoinnin peruskäsitteet ja osaa hyödyntää niitä käytännön tilanteissa. Opiskelija tunnistaa markkinoinnin kilpailukeinot ja osaa soveltaa niitä asiakaslähtöisesti yrityksen markkinoinnissa. Opiskelija osoittaa tehtävissä oma-aloitteisuutta, itsenäistä ajattelua ja markkinointiympäristön ymmärrystä.

Tyydyttävä 1 - 2
Opiskelija tunnistaa markkinoinnin peruskäsitteet. Opiskelija hahmottaa markkinoinnin kilpailukeinojen ydinkohdat ja kykenee selittämään asiakaslähtöisen markkinoinnin perusteet. Opiskelija tarvitsee ohjausta ratkaisujen löytämisessä ja kykenee tarkastelemaan konkreettisella tasolla markkinointiympäristöä.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Location and time

Syyslukukausi 2023 eli syys-joulukuu
Lähiopetus kerran viikossa 2,5 tuntia

Materials

Bergström & Leppänen. 2016 (tai uudempi 2021). Yrityksen asiakasmarkkinointi. Saatavana KAMK:n kirjastossa painettuna sekä e-kirjana.

Teaching methods

Luennot, ohjatut harjoitukset, yhteistoiminnallinen opiskelu (esim. pari- ja ryhmätyöskentely) ja itsenäinen opiskelu

Employer connections

Luennoilla mahdolliset (yrittäjä)vierailijat ja ohjatuttuina harjoituksina yrityksille tehtävät projektit.
Mahdolliset yritysvierailut lähialueen yrityksiin.

Exam schedules

Tenttiajankohta sovitaan yhdessä opintojakson alussa. Uusinta yleisinä uusintapäivinä.

Completion alternatives

Sovitaan opettajan kanssa tapauskohtaisesti KAMKin pääperiaatteiden mukaisesti:
- Aiemmat markkinoinnin korkeakoulusuoritukset voidaan hyväksilukea tapauskohtaisesti.
- Työelämässä aiemmin hankittua osaamista tunnistetaan (AHOT) tapauskohtaisesti.
- Opinnollistaminen eli nykyisessä työssä hankittava ja osoitettava markkinointiosaaminen.

Student workload

5 op = 135 h opiskelijan työtä

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Assessment methods and criteria

Arviointi perustuu kurssitehtävien kokonaispistemäärään (max 50 pistettä), joka kertyy seuraavasti:
Luennot ja harjoitukset tunnilla 25 p. = 2,5 op
Itsenäinen tehtävä Moodlessa 10 p. = 1 op
Tentti 15 p = 1,5 op

Arvosana määräytyy kokonaispistemäärän perusteella:
5 = 43-50 pistettä
4 = 36-42 pistettä
3 = 29-35 pistettä
2 = 21-28 pistettä
1 = vähintään 20 pistettä ja tentti läpi

Arviointikriteerit
Kiitettävä 5
Opiskelija tuntee hyvin markkinoinnin peruskäsitteet ja osaa soveltaa niitä monipuolisesti käytännön tilanteissa. Opiskelija tuntee ja ymmärtää markkinoinnin kilpailukeinot ja osaa soveltaa niitä itsenäisesti ja asiakaslähtöisesti yrityksen markkinoinnissa. Opiskelija osoittaa tehtävissä oma-aloitteisuutta, käsitteellistä ja kriittistä pohdintaa sekä laaja-alaista markkinointiympäristön ymmärrystä.

Hyvä 3 - 4
Opiskelija tuntee markkinoinnin peruskäsitteet ja osaa hyödyntää niitä käytännön tilanteissa. Opiskelija tunnistaa markkinoinnin kilpailukeinot ja osaa soveltaa niitä asiakaslähtöisesti yrityksen markkinoinnissa. Opiskelija osoittaa tehtävissä oma-aloitteisuutta, itsenäistä ajattelua ja markkinointiympäristön ymmärrystä.

Tyydyttävä 1 - 2
Opiskelija tunnistaa markkinoinnin peruskäsitteet. Opiskelija hahmottaa markkinoinnin kilpailukeinojen ydinkohdat ja kykenee selittämään asiakaslähtöisen markkinoinnin perusteet. Opiskelija tarvitsee ohjausta ratkaisujen löytämisessä ja kykenee tarkastelemaan konkreettisella tasolla markkinointiympäristöä.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.

Objective

Student can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organization from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

The course is common to business administration students and students of sports management and restoration.

Content

Basic marketing concepts
Evolution of marketing thinking
Marketing environments
Customer behaviour and segmentation
Competitive range of marketing tools
Basics of sales and customer relations

Location and time

Tarkennettu aikataulu löytyy devmoodlesta.

Materials

Tiedot löytyvät devmoodlesta.

Teaching methods

Lähi- ja etäopetus. Itsenäinen työskentely.

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, conceptual and diligent thought and an extensive understanding of the marketing environment.

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company. In their assignments, the students demonstrate initiative, diligent thought and an understanding of the marketing environment.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing. Their assignments demonstrate a single line of thinking and a concrete understanding of the marketing environment.