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Basics of Marketing

Structure Type: Study unit
Code: RTBP0201
Type: Compulsory / Basic Studies
Curriculum: R-TRB 2012
Level: Bachelor of Hospitality Management
Credits: 5 cr
Responsible Teacher: Hellström, Heidi
Language of Instruction: English

Courses

Impl.Study TimeTeacher(s)LanguageEnrolment
32013-01-07 – 2013-04-10Heidi HellströmEnglish2012-12-07 – 2013-01-07

Learning Outcomes

The student understands the contents of marketing, marketing opportunities and identification of market segmentation. The student gets familiar with the marketing mix elements and knows the concept of a marketing plan. Student also understands the connection between customer service and marketing.

Student's Workload

Total work load of the course: 135 h
- of which scheduled studies: 67 h
- of which autonomous studies: 68 h

Contents

Marketing mix, marketing plan, quality management, segmentation.

Recommended or Required Reading and Other Learning Resources/Tools

- Kotler, P. 1997. Marketing Management, analysis, planning, implementation and control. 9th International Ed. Prentice-Hall Inc.
- Grönroos, C. 2000. Service Management and Marketing – A Customer Relationship Management Approach. John Wiley & Sons, England.
- Other material provided by the lecturer

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures 50h, individual and group assignments 50h, case project 35h.

Assessment Criteria

5 = Student can develop marketing plan and utilize marketing mix issues innovatively
3 = Student can develop marketing plan and utilize marketing mix issues
1 = Student understands the basics of marketing

Assessment Methods

Numeric (0-5). Exam 50%, marketing plan 50%.


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