Study Guide

Objectives (course unit)

The student
-knows the core concepts and principles of marketing
-knows the ways of customer relationship marketing and marketing of services
-knows the importance of customer service system and the quality of services as means of competition for the enterprise
-knows the forest ownership structure and understands the different marketing efforts needed by different customer groups as well as the possibilities of productisation of services
-understands the chain from forest owner to product´s end user and how this sets requirements to marketing
-understands the significance of longlasting customer relation for the success of the enterprise
- can apply his/her marketing skills in forestry tasks

Content (course unit)

The principles of marketing and sales work, customer relationship marketing and marketing of services, customer registers and their data protection, segmentation of customers, special features of services from the marketing point of view, productisation and marketing of forest owner services, maintaining and development of customer relationship, the role of quality in maintaining in customer satisfaction, the significance of customer loyalty for the enterprise, marketing know-how meeting the job description of the forestry professional, the challenges of the forest owners’ structure for the forestry organisations, the green marketing and customers of forest industry, forest sertification from marketing point of view.

Assessment scale

0-5