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Customer Attraction and Networking (5 cr)

Code: 3D00GB42-3001

General information


Enrolment period
02.07.2023 - 25.10.2023
Registration for the implementation has ended.
Timing
25.10.2023 - 14.12.2023
Implementation has ended.
Credits
5 cr
Mode of delivery
Contact learning
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
English
Degree programmes
Diploma in International Business Management
Teachers
Sean Morga
Juha Tuominen
Person in charge
Juha Tuominen
Tags
CONTACT
Course
3D00GB42

Objectives (course unit)

This course contains themes related to strategic market entry. It focuses on the utilization of information and data collection/analysis to optimize networking and effectively increase customer attraction from appropriate target segments.

After completing the course, students will be able to:
- Analyze a company's internal level of readiness and its importance for entering the market of products and services
- Identify and select target markets, while assessing factors (threats, opportunities) for market entry
- Use tools related to the assessment of business opportunities and analyze their benefits
- Create a marketing strategy based on analysis of data and other accumulated information
- Test and collect feedback pertaining to demand vs. supply: customer’s attraction towards a company’s solution
- Build networks to support the aforementioned activities
- Plan, develop, and launch corrective actions to meet customer desire and engagement by utilizing appropriate networks

Content (course unit)

- Concepts and contents related to marketing strategy
- Product features, benefits and value creation
- Customer segmentation
- Customer-related research and its analysis
- Utilization of different analytical tools in placing on the market
- Developing a marketing strategy
- Testing the outcome on the marketplace, collecting feedback, re-designing service, re-writing and -testing operational plan

Assessment criteria, satisfactory (1-2) (course unit)

The student:
- Has a basic understanding of the company's internal readiness to enter the market of products and services.
- Identifies the factors influencing demand, threats and opportunities in the selected market.
- Identifies customer target groups
- Develops a marketing strategy
- Tests the strategy in the marketplace
- There are minimal attempts at analyzing processes and information to make strategic decisions for improvement.

Assessment criteria, good (3-4) (course unit)

The student:
- Acknowledges the company's internal readiness to enter the market of products and services
- Chooses and justifies the target market
- Identifies the factors influencing demand, threats and opportunities in the selected market
- Identifies and justifies the most important customer target groups based on information
- Combines and applies the information obtained appropriately, using it in the content and conclusions of the marketing strategy;
- Examines his/her own conclusions and their usefulness, risks, effects on the company's growth and internationalization
- Utilizes different tools in various stages in the formation of marketing strategy
- Develops a marketing strategy that includes analyzes and information
- Tests the strategy in the marketplace by utilizing appropriate networks
- Collects customer feedback, designs service accordingly, re-writes and tests a new strategy

Assessment criteria, excellent (5) (course unit)

The student:
- Analyzes the importance of the company's internal readiness to enter the market of products and services
- Chooses and justifies the target market
- Identifies the factors influencing demand, threats and opportunities in the selected market
- Identifies and justifies the most important customer target groups based on information
- Combines and applies the information obtained appropriately, using it in the content and conclusions of the marketing strategy
- Critically examines his/her own conclusions and their usefulness, risks, effects on the company's growth and internationalization
- Utilizes and evaluates various tools in various stages in the formation of marketing strategy
- Develops a marketing strategy on the basis of analyzes and information
- Tests the strategy in the marketplace by utilizing appropriate networks
- Collects and analyses customer feedback, designs service accordingly, re-writes and tests a new strategy successfully

Assessment scale

0-5

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