Study Guide

Objectives (course unit)

This course will familiarise you with the basics of marketing, purchasing behaviour productisation and apply them to the product and service development of the business.

Student
- knows the basics, areas and basic concepts of marketing,
- understands the importance of the topic as part of the business,
- uses marketing competition methods and know the backgrounds and manifestations of purchasing behaviour
- knows the basics and importance of customer-oriented productisation in the value creation of the company

Content (course unit)

What are the basic concepts of marketing?
What are the competitive means of marketing?
What is the importance of customer orientation and purchasing behaviour in the business?
What is productisation?

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

The student has partially identified marketing competition methods and aspects of productisation, as well as their practical connection.
There is a lack of dialogue between theory and practice. The basic concepts of the field are only partially held and the know-how is either purely practical or theory-oriented.

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

The student partially identifies marketing competition methods and aspects of productisation, but the connection to the online business could be closer. He mainly understands the importance of basic concepts of marketing and productisation. He knows how to combine theory and practice.

Assessment criteria, excellent (5) (course unit)

The student recognizes the forms of marketing and productisation and knows how to utilise them in online business. He has an excellent understanding of the importance of basic concepts of marketing and productisation. They are able to combine theory and practice smoothly in the product or service development process.

Assessment criteria, pass/fail (course unit)

The student has not demonstrated his/her competence in the manner indicated by the objectives of the course.

Location and time

The first introductory lesson (will be on 26.01.2023 at 08:00-11:00). There after the course continues as a distance learning course.

Exam schedules

During the course the students will partecipate to 4 different miniexams. Students can retake the exams according particular rules which will explained better during the first lesson.

Assessment scale

0-5

Teaching methods

Distance learning. Active, independent and reflecting learning

Learning materials

The study material is based on 4 books. Students have to read only parts of the books

Content scheduling

Part 1. Advanced in Service management
Part 2. Service design and productization
Part.3. Productization and commercialization
Part 4. Story based service design

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

The student has partially identified marketing competition methods and aspects of productisation, as well as their practical connection.
There is a lack of dialogue between theory and practice. The basic concepts of the field are only partially held and the know-how is either purely practical or theory-oriented.

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

The student partially identifies marketing competition methods and aspects of productisation. He mainly understands the importance of basic concepts of marketing and productisation. He knows how to combine theory and practice.

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

The student recognizes the forms of marketing and productisation and knows how to utilise them among other things in online business. He has an excellent understanding of the importance of basic concepts of marketing and productisation. They are able to combine theory and practice smoothly in the product or service development process.