Customer-oriented Marketing (4 cr)

Evaluation scale

0-5

Objective

In this course, you will learn how to design a functioning, customer oriented marketing plan for a company in the field of bioeconomy or other organization. The marketing plan will be a part of your business plan. You will learn to design and carry on marketing both in domestic and international market.

Content

- Concepts of marketing
- Business Model Canvas
- Customer segments and marketing channels in the field of bioeconomy
- Revenue logics in the field of bioeconomy
- Marketing plan as a part of a business plan

Location and time

The teaching includes contact lessons and webinars. Contact lessons is carried out at the Institute of Bioeconomy in Saarijärvi. Practical marketing measures are agreed upon together at the beginning of the course.

Materials

Material for the online learning environment.

Teaching methods

During the course, you will study topics in accordance with the objectives in contact lessons and independently by completing assignments. In addition, you will participate in the marketing of the bioeconomy sector in practice.

Employer connections

The course includes a company visit.

Exam schedules

There will be no exam for the course. The assessment of the course is based on a phased marketing learning diary and practical marketing work.

Student workload

Contact lessons and webinars 24 hours
Practical marketing work 16 hours
Self-study 68 hours
Total 108 hours

Assessment criteria, satisfactory (1)

1:
You are able to recognize the basic concepts of marketing. You are able to design a marketing plan for a bioeconomy company or other organization. You recognize the basic incomes and expenses of businesses. You are familiar with the Business Model Canvas tool.

2:
You are able to recognize the basic concepts of marketing. You are able to design a marketing plan for a bioeconomy company or other organization. You recognize the basic incomes and expenses of businesses. You are familiar with the Business Model Canvas tool and are able to identify its possibilities in developing businesses. You recognize the customer segments that are essential for the chosen business, and the communication channels the customers use.

Assessment criteria, good (3)

3:
You are able to recognize the basic concepts of marketing. You are able to design a marketing plan for a bioeconomy company or other organization. You recognize the basic incomes and expenses of businesses. You recognize the customer segments that are essential for the chosen business, and the communication channels the customers use. You can design and carry on marketing that advances the business of a company in a desired way. You are familiar with the Business Model Canvas tool and are able to identify its possibilities in developing businesses.

4:
You are able to recognize the basic concepts of marketing. You are able to design a marketing plan for a bioeconomy company or other organization. You recognize the basic incomes and expenses of businesses. You recognize the customer segments that are essential for the chosen business, and the communication channels the customers use. You can design and carry on marketing that advances the business of a company in a desired way. You are able to use the Business Model Canvas tool in in developing businesses.

Assessment criteria, excellent (5)

You are able to recognize the basic concepts of marketing. You are able to design a marketing plan for a bioeconomy company or other organization. You recognize the basic incomes and expenses of businesses. You recognize the customer segments that are essential for the chosen business, and the communication channels the customers use. You can design and carry on marketing that advances the business of a company in a desired way. You are able to use the Business Model Canvas tool in in developing businesses. You are able to evaluate the marketing and business potential of bioeconomy companies and to suggest improvements.

Qualifications

-

Further information

The tasks are evaluated on a scale of 0-5. The grade for the entire course is based on their weighted average.