Marketing and International Customer RelationsLaajuus (10 cr)

Objectives

Marketing, communications and related factors are explored in the course. Students design a marketing communication campaign and customership development plan. Interaction with customers from different cultures will be practised via negotiation exercises.

After completing the course students will be able
- to identify factors that affect the purchase behaviour of consumers and organisations
- to design marketing communication campaigns in Finland and abroad
- to acquire market information both on domestic and foreign markets
- to design customership development operations for various organisations
- to master the basics of brand building
- to master the basic skills of sales negotiations in Finland and abroad
- to identify the specific characteristics of business cultures according to Hofstede's model.

Content

How do customerships differ in B2C and B2B marketing?
How to design marketing communication campaigns for different target groups?
Where to find information about customers and markets?
How do companies develop customer relationship management?
How do different business cultures affect business negotiations?

Prerequisites

1. year studies or similar skills and knowledge