Integrated marketing and marketing mixLaajuus (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