Marketing Skills for Engineers
| Structure Type: | Study unit |
|---|---|
| Code: | IEYS0407 |
| Type: | Compulsory |
| Curriculum: | EY 2018V |
| Level: | Bachelor of Engineering |
| Year of Study: | 4 (2021-2022) |
| Semester: | Autumn |
| Credits: | 5 cr |
| Responsible Teacher: | Saarikoski, Lotta |
| Language of Instruction: | English |
Learning Outcomes
The main objective is to provide introductory - intermediate knowledge in marketing intelligence for engineers, this
will include but not limited to marketing mix elements with special emphasis on the 4Ps: Product, Place, Promotion
and Pricing strategies to help engineers to understand the value of product and services and how to communicate the
core benefit to potential customers and consumers. The course creates a synergy between B2C and B2B process and
helps students to understand the core benefits of understanding market and marketing segmentation. The course
would also discuss relationship marketing as the prerequisite to contemporary marketing decisions.
Student's Workload
Total work load of the student 135 h, of which
- scheduled studies 55 h
- autonomous studies 80 h
Contents
What is the role of marketing in contemporary business especially with the increase in social media activities? How to do a basic market and marketing research? What is the difference between and individual and organizational buyer? What is marketing segmentation in the industrial level? How can businesses adopt e-commerce in reaching a wider audience?
Recommended or Required Reading and Other Learning Resources/Tools
Business Marketing Management: B2B, 9TH Edition or above, by Hutt and Speh
Essentials of Marketing by Manmohan Joshi
Internet Marketing Strategies for Your Business by Karan Chopra
Business Marketing by Brierty, Eckles and Reeder
Essentials of Marketing Research by Paurav Shukla
Mode of Delivery / Planned Learning Activities and Teaching Methods
Teaching methods includes but not limited to lectures 70%, group work and presentation 20%, learning diary 10%.
Assessment Criteria
1: The student is able, with guidance, to utilize the methods learnt during the study unit.
3: The student is able to utilize the methods learnt during the study unit independently.
5: The student is able to utilize the methods learnt during the study unit independently and is able apply the learnt knowledge in new contexts.
Assessment Methods
Approved class exercises, diary and exams