Bachelor Programmes

Language of Instruction:

English

Learning outcomes:

Student understands the essence of marketing as a business function and as a process, and can develop his marketing thinking and skills.

Contents:

Marketing orientation, customer-oriented marketing and marketing mix, measuring demand, consumer behaviour, business buying behaviour and competition, segmenting, targeting and positioning. Customer relationship management (CRM).

Requirements:

Course work, assignments, exam.

Literature:

Kotler, Philip 2003. Marketing management. Upper Saddle River, NJ : Prentice Hall, chapters 1-10. Additional material to be announced.

Prerequisites:

No prerequisites needed.

Assessment:

Grading scale 0 - 5.

Notes:

Not applicable.

Teacher:

Jyrki Holappa

Contact person:

Jyrki Holappa