Contemporary Perspectives to MarketingLaajuus (5 cr)

Objectives

Main objectives:
-Understanding key developments in marketing research and practise
-Adopting customer value as a key concept for understanding customers
-Using customer value propositions as tools for strategic positioning (competitive advantage) and operational management
-Unleashing the potential of new media and multi-channel marketing

Content

The students learn about contemporary practices in marketing. The students will be able to identify recent developments in marketing research and practice. Mini-cases are used to define key concepts as well as to form basis for discussion for managerial implications.