YTTP2120 Introduction to Marketing (5 cr)
Learning outcomes
On successful completion of the course, students will be able to:
• name and recognise key marketing concepts and discipline areas
• identify and define the basic elements of the marketing mix
• explain buyer behaviour in consumer and business markets
• identify and explain business development options
• apply the concepts and theories in phenomena of practical business
Study methods
Contact teaching course, Spring semester, 4th period. The study methods of the contact teaching course are specified in the study program annually.
Content
• Concepts that underlie the discipline of marketing
• Marketing mix and decision areas
• Marketing and its environment
• Sustainable marketing
• Basic marketing strategies and tactics applied in business cases
Further information
Other materials informed by the lecturer.
Literature:
| ISBN-number | Author, year of publication, title, publisher |
|---|---|
| 9781292146508 | Gary Armstrong, Philip Kotler, Marc Oliver Opresnik, 2016, Marketing: An Introduction, Global Edition, 13/E (myös e-kirjana saatavilla) |
| 9781473713239 | Iacobucci, D., 2015, Marketing Management, Cengage learning. (available also as e-book) |
Assessment criteria
Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.