Study Guide

Learning outcomes

The student is able to
- understand the importance of marketing in a company's business
- identify customer-oriented business.
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- understand the importance of brand building and its role in business
- become aware of the segmentation process and its benefits
- understand the key concepts of digital marketing
- recognize customer needs and understand their significance for the success of a company

Implementation and methods of teaching

• The course is 100% online. The course may otherwise be completed entirely on your own schedule, but all learning assignments must be completed by the end of the course.

Course materials: video lectures, course book & course material to be distributed separately, online exams, individual assignments and essays.

Implementation on the MOOC platform: https://mooc.lab.fi/course/view.php?id=248
Once you have enrolled for the course, please register on the MOOC platform and you can start completing the course according to your own schedule.
(Please note that simply registering on the MOOC platform is not enough, in order to receive course credit, you must be enrolled in the course via CampusOnline, LAB Open UAS or LAB Peppi).

NOTE! This course is intended for other students than LAB business students. (The course has the same content as Customer Relations and Marketing, which is a compulsory core course for LAB business students. Two courses with the same content cannot be included in a degree.)

Timing and attendance

Timing according to the MOOC website. The course opens on January 7th 2025 and is due for completion by May 7th 2025.

Learning material and recommended literature

• Task-specific materials distributed separately in Moodle
• Video lectures
• Course book

Contents

The course on the basic concepts and fundamentals of marketing has been co-produced by several marketing teachers, using other marketing experts as specialists, so you are sure to get a comprehensive and varied introduction to the secrets of marketing basics.

The topics covered in this course include:
What is marketing, buying and consumption behaviour, competitors, partners and business environments, segmentation and targeting, brands and branding, marketing mix, online/digital marketing, customer service and sales.

Assessment criteria

To complete the course, all sections must be passed by the end of the course.

Assessment scale

Approved/Failed

Assessment criteria: assessment scale failed/approved

Pass: the learning is dealt with from a professionally challenging perspective. Insights are linked to personal experiences or theories learned. The student is able to summarise the topic. Key concepts are presented with sufficient clarity. The tasks are mainly logical and the relationships between them are described.

Fail: Not all parts of the course have been passed or not all tasks have been completed in accordance with the course timetable.