Study Guide

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

This course implementation is targeted for IB24S students, students from other study groups will be accepted to the course only if there are places available.

Lecture Attendance Policy:
Requirement: To complete the course successfully, you must attend at least 80% of the lectures. Compulsory attendance in the introduction lecture.

Consequence: If you fall below the 80% attendance requirement, you will be unenrolled from the course.

Punctuality: Arrive on time for lectures. Check TimeEdit for your lecture schedule and follow it. Attendance registration will be done during every lecture. Late entry to the classroom will be treated as equivalent to absence.

Assignment Deadline Policy: Late submissions will not be accepted

Activeness during the course contact sessions will affect the final grade positively

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 40 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

This course implementation is targeted for IB24K students, students from other study groups will be accepted to the course only if there are places available.

Lecture Attendance Policy:
Requirement: To complete the course successfully, you must attend at least 80% of the lectures. Compulsory attendance in the introduction lecture.

Consequence: If you fall below the 80% attendance requirement, you will be unenrolled from the course.

Punctuality: Arrive on time for lectures. Check TimeEdit for your lecture schedule and follow it. Attendance registration will be done on Moodle at the beginning of each class by using the Moodle Attendance tool. Late entry to the classroom will be treated as equivalent to absence.

Assignment Deadline Policy: Late submissions will not be accepted

Activeness during the course contact sessions will affect the final grade positively

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 40 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

This course implementation is targeted for BIT24K students, students from other study groups will be accepted to the course only if there are places available.

Lecture Attendance Policy:
Requirement: To complete the course successfully, you must attend at least 80% of the lectures. Compulsory attendance in the introduction lecture.

Consequence: If you fall below the 80% attendance requirement, you will be unenrolled from the course.

Punctuality: Arrive on time for lectures. Check TimeEdit for your lecture schedule and follow it. Attendance registration will be done on Moodle at the beginning of each class by using the Moodle Attendance tool. Late entry to the classroom will be treated as equivalent to absence.

Assignment Deadline Policy: Late submissions will not be accepted

Activeness during the course contact sessions will affect the final grade positively

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 40 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

According to the course timetable
Compulsory attendance in the contact lectures.
Activeness during the contact sessions will affect the final grade positively.

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 40 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

The course has lectures and small discussion assignments done in groups. Written, individual reflection on each discussion assignment is required.

Timing and attendance

There are study sessions 1-2x2h/week according to your group and TimeEdit schedule.
Group discussions are compulsory.

Learning material and recommended literature

Material is given by the teacher.

Learning environment

Lappeenranta campus, moodle

Contents

History of marketing.
Importance of customer value, value proposition, and customer relationships.
Learning how to segment the market and how to do targeting and positioning.
Marketing environment: micro- and macro-environments.
Marketing communication.
Introduction to the marketing planning and marketing mix.
Managing customer relationships and customer experience.
Role of customer service and personal selling in business.

Assessment criteria

Evaluation is based on the written reflection assignments on the group discussions.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

The student knows the basic concepts related to marketing and customer relationships.
The student understands the role and importance of marketing and customer relations in business.

Assessment criteria: level 3 (assessment scale 1–5)

The student understands the basic concepts related to marketing and customer relationships.
The student can demonstrate marketing and managing customer relations in business to some extent.

Assessment criteria: level 5 (assessment scale 1–5)

The student understands the basic concepts related to marketing and an applies those in their own writing and work.
The student understands the role and importance of marketing and business relations in business and is capable of evaluating the basics of the marketing and customer relationship management of a company.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

According to the course timetable
Compulsory attendance in the contact lectures.
Activeness during the contact sessions will affect the final grade positively.

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Coursebook Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 30 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer-oriented approach to business
- Marketing environments
- Consumer behavior and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

According to the course timetable
Compulsory attendance in the contact lectures.
Activeness during the contact sessions will affect the final grade positively.

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 40 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

The course follows "flipped learning" pedagogy.

The course has pre-material (video lectures, articles) and study sessions in which students do small cases and assignments in groups.

Exam in moodle.

Timing and attendance

Every week 1x2h session to which participating is required. Self-studying between sessions.

Learning material and recommended literature

Material is given by the teacher.

Learning environment

Zoom, moodle, campus (if possible)

Contents

History of marketing.
Importance of customer value, value proposition, and customer relationships.
Learning how to segment the market and how to do targeting and positioning.
Marketing environment: micro- and macro-environments.
Marketing communication.
Introduction to the marketing planning and marketing mix.
Managing customer relationships and customer experience.
Role of customer service and personal selling in business.

Assessment criteria

Individual exam. Group assignment.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

The student knows the basic concepts related to marketing and customer relationships.
The student understands the role and importance of marketing and customer relations in business.

Assessment criteria: level 3 (assessment scale 1–5)

The student understands the basic concepts related to marketing and customer relationships.
The student can demonstrate marketing and managing customer relations in business to some extent.

Assessment criteria: level 5 (assessment scale 1–5)

The student understands the basic concepts related to marketing and an applies those in their own writing and work.
The student understands the role and importance of marketing and business relations in business and is capable of evaluating the basics of the marketing and customer relationship management of a company.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

The course follows "flipped learning" pedagogy.

The course has pre-material (video lectures, articles) and study sessions in which students do small cases and assignments in groups.

Exam in moodle.

Timing and attendance

Every week 1x2h online session to which participating is required. Self-studying between sessions.

Learning material and recommended literature

Material is given by the teacher.

Learning environment

Zoom, moodle, campus (if possible)

Contents

History of marketing.
Importance of customer value, value proposition, and customer relationships.
Learning how to segment the market and how to do targeting and positioning.
Marketing environment: micro- and macro-environments.
Marketing communication.
Introduction to the marketing planning and marketing mix.
Managing customer relationships and customer experience.
Role of customer service and personal selling in business.

Assessment criteria

Individual exam. Group assignment.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

The student knows the basic concepts related to marketing and customer relationships.
The student understands the role and importance of marketing and customer relations in business.

Assessment criteria: level 3 (assessment scale 1–5)

The student understands the basic concepts related to marketing and customer relationships.
The student can demonstrate marketing and managing customer relations in business to some extent.

Assessment criteria: level 5 (assessment scale 1–5)

The student understands the basic concepts related to marketing and an applies those in their own writing and work.
The student understands the role and importance of marketing and business relations in business and is capable of evaluating the basics of the marketing and customer relationship management of a company.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

According to the course timetable
Compulsory attendance in the contact lectures.
Activeness during the contact sessions will affect the final grade positively.

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lecturess, individual reading tasks, different individual and group course assignments.
Estimated workload is the following:
-Contact lessons: 30 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

According to the course timetable
Compulsory attendance in the contact lectures.
Activeness during the contact sessions will affect the final grade positively.

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lecturess, individual reading tasks, different individual and group course assignments.
Estimated workload is the following:
-Contact lessons: 30 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course related professional marketing concepts.

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Joint lectures
- Group meetings/group exercises
- A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing
- Principles of selling

Timing and attendance

According to timetables

Learning material and recommended literature

- Moodle material
- Lecture notes
- Articles
- Course book: Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Exam retakes

- EXAM and two extra EXAMs to repeat

Learning environment

-Moodle

Student time use and work load

5 op x 27 hours = 135 hours students work

Contents

-Key concepts in marketing and customer-centric business
-Steps in the marketing and sales process
-Identify customer needs, customer value and understand their importance to the success of the company

Assessment criteria

- Active participation
- Presentations
- Groupworks
- Exercise
- Exam

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course related professional marketing concepts.