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Basics of Marketing I

Structure Type: Study unit
Code: RTA0301
Type: Compulsory / Basic Studies
Curriculum: R-TR 2010
Level: Bachelor of Hospitality Management
Year of Study: 1 (2010-2011)
Credits: 3 cr
Responsible Teacher: Björkman, Päivi
Language of Instruction: Finnish

Learning Outcomes

The student can build up an innovative and successful marketing plan and plan a working business idea with its marketing mix

Student's Workload

total 80 h
scheduled studies 40 h
autonomous studies 40 h

Prerequisites / Recommended Optional Courses

None

Contents

The basics of marketing, marketing environment, consumer behavior, business ideas, segmentation and product decisions

Recommended or Required Reading and Other Learning Resources/Tools

Bergström, S. - Leppänen, A. 2003. Yrityksen asiakasmarkkinointi. Helsinki. Edita Prima Oy
Blythe, J. 2001. Essentials of Marketing. Harlow. Prentice Hall

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures, group work and written exam

Assessment Criteria

1: The student knows how the environment effects on business
She can build a business idea responsing to the environment.
The student understands the meaning of marketing concept.

3: as in 1 and the student can follow up the results and apply marketing theirues in practice.

5: as in 1 and 3 and the student can analyze and combine marketing theories and use them as tools to realize business strategies.

Assessment Methods

numerous 0-5
exam 80 %, reports 20 %


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