Integrated marketing and marketing mixLaajuus (5 cr)
Course unit code: HA14A-10
General information
- Credits
- 5 cr
Content
Type of course
Compulsory
Level of course
Professional studies
Objective of course
The student understands the significance of customer relationship marketing, he/she learns target group approach and knows the tasks of marketing, the factors affecting purchasing behaviour as well as the marketing mix activities used in various customer and business environments.
Course contents
- marketing in a business and management context
- the marketing environment
- consumer behaviour
- b-to-b markets (business to business markets)
- segmentation
- life cycle of customer relationships
- marketing mix
Teaching methods
Lectures, assignments, case studies, partly virtual studies
Assessment
Essays, assignments and examination
Prerequisites
No prerequisites
Required/Recommended reading
To be agreed upon at the beginning of the course
Name of lecturer
Pirkko Varis
Year of study
First year
Semester
Autumn and spring, periods 1-4
Language of instruction
Finnish and English