Customer Oriented Marketing (5 cr)

Evaluation scale

0 - 5

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.

Execution methods

Day students have face-to-face lessons once a week.
Multi-disciplinary students have either face-to-face or distance learning once a month, according to the timetable.

Accomplishment methods

The course requires 135 hours of student work.To pass the course, students must pass the exam, complete all course assignments and attend and participate in class. A more detailed description of the course is given in the course implementation plan.

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

Kevätlukukaudella tammi-maaliskuussa lähiopetus kampuksella kerran viikossa 2,5 tuntia.

Materials

Bergström & Leppänen. 2023 (paikoin myös vanhempi versio käy). 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 voidaan suorittaa tapauskohtaisella päätöksellä yhteistyössä opettajan kanssa.

Student workload

5 op = 135 h opiskelijan työtä

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 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, 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.