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

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.