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

- 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.