Marketing Process
| Structure Type: | Study unit |
|---|---|
| Code: | IXS4102 |
| Type: | Optional obligatory / Professional Studies |
| Curriculum: | I-ST 2012V |
| Level: | Bachelor of Engineering |
| Year of Study: | 4 (2015-2016) |
| Credits: | 5 cr |
| Responsible Teacher: | Ketola, Pekka |
| Language of Instruction: | Finnish |
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.
Student's Workload
Total work load of the student 135 h, of which
- scheduled studies 70 h
- autonomous studies 65 h
Prerequisites / Recommended Optional Courses
Entrepreneurship
Business Administration
Cost and Profitability Accounting
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
Lahtinen & Isoviita, Asiakaspalvelun ja markkinoinnin perusteet, Avaintulos Oy, Jyväskylä 2001.
Lahtinen & Isoviita, Markkinointitutkimus, Avaintulos Oy, Jyväskylä 1998.
Other material recommended by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, group work, exercises, project work.
Assessment Criteria
5: The student is able to utilise the methods learnt during the study unit independently and is able apply the learnt knowledge in new contexts.
3: The student is able to utilise the methods learnt during the study unit independently.
1: The student is able, with guidance, to utilise the methods learnt during the study unit.
Assessment Methods
Numerical assessment, examination.