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Front Page > Archived Education > Information Technology (I-IT) > 2007 > Year 4 > Marketing Process (IZS9202)

Marketing Process

Structure Type: Study unit
Code: IZS9202
Type: Optional obligatory / Professional Studies
Curriculum: I-IT 2007
Level: Bachelor of Engineering
Year of Study: 4 (2010-2011)
Credits: 5 cr
Responsible Teacher: Mäkinen, Seppo
Language of Instruction: English

Learning Outcomes

The student will understand the overall marketing process and its importance for successful business and will be able to plan, implement and analyse marketing operations according to the principles of customer oriented marketing. The student will be able to give presentations and negotiate while taking into account cultural differencies. The student will have an understanding of market research and will be able to plan and implement market research projects and analyse research results.

Contents

The purchasing behaviour of consumer and organisations. Customer oriented marketing. Goals, operation environments and profitability of marketing, marketing mix and factors related to them. Planning and control of marketing. Presentation and negotiation skills in different marketing situations. Role and significance of market research. Planning of market research. Research methods. Analysing and reporting the results of market research.

Recommended or Required Reading and Other Learning Resources/Tools

Brassington, Pettitt: Principles of Marketing, 2nd ed.

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures, group work, exercises, project work.

Assessment Methods

Numerical assessment, examination.


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