Learning outcomes

Academic year 2017-2019: Upon completion of the course, students will be able to:
- describe the role of marketing in an organization and in relation to other central business processes of an organization
- describe the diverse emphasis of B-to-B and consumer marketing and the key characteristics of both logics
- apply key concepts of marketing (e.g., customer-perceived value, value-creation process, brand) in their daily work
- apply the central concepts of strategic planning and to create a general strategic plan
- utilize influential phenomena of the business context (e.g., solution orientation, servitization, networking) in strategic planning
- describe how to develop organizations to be more customer-oriented in their operations
- describe the relevance of interaction skills in sales work. Students will be able to analyze and evaluate sales work.

In addition, students will be able to:
- identify key marketing communication channels in the fickle business environment, and based on this, they will be able to describe the status and possibilities of marketing communications
- understand what ?sustainable marketing? means
- understand the sales process in its entirety. The students are able to identify the content of different parts of the sales process in practice both in consumer and in B-to-B sales.

Academic year 2018-2019:
Upon completion of the course, students will be able to:
- describe the role of marketing in an organization and identify the significance of customer-orientation in both development of the organization and personal actions
- apply key concepts of marketing (e.g., customer-perceived value, value creation process, brand, marketing mix and segmentation) in decision-making and in the evaluation of made decisions
- describe the diverse emphasis of B-to-B and consumer marketing and the key characteristics of both logics
- identify and utilize key marketing communication channels in the fickle business environment
- understan

Contents

- Key marketing concepts, definitions and phenomena now and before such as value, value creation, marketing mix
- Understanding these concepts in diverse contexts: the differences between consumer and B-to-B logics
- Customer-centric thinking and value creation
- Customer-oriented strategy in a changing business environment
- The key concepts and phenomena in consumer marketing
- B-to-B marketing and organizational buying behavior
- Marketing communication channels and contents in the current business environment
- Sales process in consumer and B-to-B contexts as well as personal sales and interaction skills at different phases of the sales process

Teaching language

Finnish, English

Evaluation and evaluation criteria

Numeric 1-5.
Students complete the course by writing a final essay, in which the students analyze a firm that they have chosen for weekly exercises by applying the theoretical content of the course. Grading is from 1 to 5. In addition, weekly exercises are evaluated as a pass/fail.

Study materials

2017-2018:

• Kotler, P. & Armstrong, G. (2013 or newer edition), Principles of Marketing, Pearson, Harlow. Relevant parts are defined by the teachers. 
• Jobber, D. & Lancaster, G. (2009 or newer edition), Selling and Sales Management (8th edition), Prentice Hall, Harlow. Relevant parts are defined by the teachers.
• Any other material appointed by the teachers

2018-2019:

The teachers will specify the literature at the beginning of the course.

Further information

March-April 2019

Belongs to following study modules