Marketing Management (5 op)

Arviointiasteikko

0-5

Sisällön jaksotus

Ohessa lista osasta sisältöä
Palvelujen markkinointi ja arvonluominen
Asiakaspainoitteinen logiikka
Holistinen markkinointisuunnittelu palveluyrityksissä
Segmenttien rakentaminen
Sisällön tuotanto
Omnichannel
Lupausten luominen ja lunastaminen
Kokemusten rakentaminen
Kampanjoiden rakentaminen
Case tutkimus
Postereiden työstö

Tavoitteet

Student understand the significance of the integrated marketing communication and can apply the theoretical knowledge in marketing planning. She/he understands the meaning of the digitalization in tourism marketing and need for relevant follow-up systems.

Student knows the brand strategy theories, models and concepts and understands their relevance in practice. Student understands the meaning of the brand in making the intangible tourism service tangible. She/he understands the meaning of customer intelligence in developing brand strategies

Sisältö

- marketing intelligence
- marketing communication planning
- marketing follow-up systems
- concepts of brand and brand equity
- integrated marketing communication in relation to brand building
- Ethical issues

Oppimateriaalit

Kaikki kurssimateriaalit ladataan kurssin kuluessa Moodleen.
Kurssikirja ilmoitetaan viimeistään kurssin alussa.

Opetusmenetelmät

Luennot
Harjoitukset
Ryhmätyö
Yksilötyö

Tenttien ajankohdat ja uusintamahdollisuudet

Tämä ilmoitetaan kurssin alussa.

Toteutuksen valinnaiset suoritustavat

Ei vaihtoehtoisia suoritustapoja.

Opiskelijan ajankäyttö ja kuormitus

Luennot 35t
Harjoitukset 100t
Yhteensä 135t

Arviointikriteerit, tyydyttävä (1)

Excellent 5: The student demonstrates a holistic, critical and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Very good 4: The student demonstrates a nearly holistic, critical and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Good 3: The student demonstrates a somewhat holistic and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Satisfactory 2: The student demonstrates under guidance an understanding of the abovementioned learning objectives. Application is satisfactory.

Adequate 1: The student demonstrates under guidance an understanding of the abovementioned learning objectives, but the application is found lacking.

If the student does not meet the minimum criteria set for the course, the grade is 0 (Fail).

Arviointikriteerit, hyvä (3)

Good 3: The student demonstrates a somewhat holistic and analytical understanding and ability to apply in terms of the learning objectives.
Very good 4: The student demonstrates a nearly holistic, critical and analytical understanding and ability to apply in terms of the learning objectives.

Arviointikriteerit, kiitettävä (5)

Excellent 5: The student demonstrates a holistic, critical and analytical understanding and ability to apply in terms of the learning objectives.

Esitietovaatimukset

Student knows the basics of marketing, accounting and management.

Lisätiedot

Exchange: 5 (included in the total capacity)