Introduction to the Essentials of Marketing (3 cr)

Objectives (course unit)

By the end of the course, the student will: • Gain an understanding of fundamental marketing and digital marketing theories and techniques. • Understand and develop value propositions that are applied to achieve fit between consumers' needs and companies' offerings. • Understand consumer behaviour and decision-making in order to map out the consumer journey and evaluate the impact of marketing on consumer decisions and journeys. • Be able to understand and apply campaign marketing techniques that connect with consumers. • Work with an example brand to complete course tasks and apply marketing and visual marketing techniques. • Develop the basic visual skills to generate appealing promotional social media marketing videos (TikToks) that engage consumers.

Content (course unit)

Aims: This course provides students with essential knowledge of marketing and digital marketing, enabling them to comprehend the impact of marketing on consumer purchasing decisions. This course focuses on providing students with the ability to understand the role of marketing in business and the practical skills to apply that knowledge. The traditional marketing theories are explained with the aid of real-life examples. Students learn how digital marketing theories are applied by businesses into marketing campaigns that engage and influence consumers.

Prerequisites (course unit)

Students for this course are not required to have prior marketing knowledge.

Location and time

The course is a fully online course with videos presentations by the lecture and practical walkthrough videos. There are no video conference calls planned unless requested. The course online learning environment is Moodle - an email with instructions on how to access the learning environment will be sent to students one week before the course starts. The course work is completed by each student individually. Assignments, Quizzes & Tasks 20 hours* Self-directed learning 58 hours* *Subject to change More info course website: https://marketing.edu.metropolia.fi/

Exam schedules

No exam

Assessment methods and criteria

Provided in Moodle.

Assessment scale

0-5

Teaching methods

English Language Proficiency required. All lectures are carried out in English. The course is a fully online course with videos presentations by the lecture and practical walkthrough videos. There are no video conference calls planned unless requested. The course online learning environment is Moodle - an email with instructions on how to access the learning environment will be sent to students one week before the course starts. The course work is completed by each student individually. Assignments, Quizzes & Tasks 20 hours* Self-directed learning 58 hours* *Subject to change More info course website: https://marketing.edu.metropolia.fi/

Learning materials

Provided in Moodle. Students should have access to a smartphone or laptop.

Student workload

Students need to complete 78 hours of work = 3 ECTS Assignments, Quizzes & Tasks 20 hours* Self-directed learning 58 hours* *Subject to change

Content scheduling

Provided in Moodle.

Practical training and working life cooperation

Provided in Moodle.

International connections

NA

Further information

English Language Proficiency required. All lectures are carried out in English. Students for this course are not required to have prior marketing knowledge. Students need to complete 78 hours of work = 3 ECTS