Marketing and Customer Relationships (3 cr)

Objective

Students will gain a general overview of customer oriented marketing, sales and service concepts and content as well as PR and publicity.

Content

Basic concepts of marketing and marketing thinking
Selecting and segmenting target groups
Customer oriented marketing and PR
Long-term relations and goal driven operations
Image marketing
Competitive strategy in marketing
Personal sales
Marketing strategy

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.

Assessment criteria, approved/failed

To be announced.

Qualifications

Liiketoimintaosaamisen perusteet