Introduction to Marketing 1 (2cr)

Objectives (course unit)

This course is an introduction to modern business marketing. It introduces basic marketing concepts, theories and language with a focus of understanding the role and the needs of the customer in consumer business and business-to-business marketing.

After completing the course, the students will be able to:
• Demonstrate knowledge about the significance and role of marketing
in business management.
• Describe the value creation process for customers by understanding
customer needs.
• Demonstrate knowledge of modern marketing mix in theory and
practice.
• Write a marketing plan for their business.

Content (course unit)

• What is marketing and what do marketers do?
• How to create customer value and experience?
• How to analyse marketing environment and collect marketing information?
• What are products, services and brands?
• How to do pricing?

Assessment methods and criteria

Marketing case description in groups = 75 % of the grade
Participation in lectures = 25 % of the grade
All parts must be acceptably passed to get a grade from the course.

Assessment scale

0-5

Teaching methods

The main learning methods of this course are the following:
- Flipped classroom: Individual preparation and reading before every lecture where the key points will be discussed with other students and the teacher
- Group project: Interviewing a person who is responsible for marketing in a case company and writing a case study of their marketing activities

Learning materials

One of these books (some of them have several editions, which all are applicable):
Kotler, Armstrong, Parment: Principles of Marketing, Scandinavian Edition
Blythe, J. Essentials of Marketing
Solomon, Marshall, Stuart: Marketing, Real People, Real Choices
Solomon, Marshall, Stuart, Barnes, Mitchell: Marketing, Real People, Real Decisions
Armstrong, Kotler, Harker, Brennan: Marketing, an Introduction
Kotler, Armstrong, Wong, Saunders: Principles of Marketing
Kotler & Keller: Marketing Management

Student workload

This is a 2 credit course which requires 54 hours of study time. It consists of 6 lectures of 3 hours each = 18 hours and 36 hours for teamwork and individual studying, about 4-6 hours a week.

Content scheduling

29.8. Marketing and Marketing Strategy (Mika)
5.9. Marketing Environment (Juha)
19.9. Consumer and Buyer Behaviour (Juha)
26.9. Branding, Products and Services (Mika)
3.10. Segmentation, Targeting and Positioning (Juha)
10.10. Pricing and Distribution (Mika)

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

Student has failed one or more of the three parts of the course.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the basic principles of marketing. Student recognizes and is able to explain and use the basic concepts and models of marketing. Student is passive in class and/or has not completed the class tasks regularly. There are 3-4 absences from the classes. Marketing Case result is 1-2.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences need further development. Student is able to explain and apply the concepts of marketing well. Student is quite active in class and has completed the class tasks most of the time. There are no more than two absences from the classes.Marketing Case result is 3-4.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of marketing in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. The Marketing Case result is 5 and the participation in the class are grade 5. Student is active in class and has completed the all the class tasks.There's no more than one absence from the classes.