Customer-oriented Marketing (4 cr)

Evaluation scale

0-5

Objective

Purpose of the course

By the end of the course, you will have a comprehensive and versatile picture of the basics of marketing and the importance of marketing in the bioeconomy. You will learn how to plan and implement marketing activities in both domestic and international markets. You will learn how to build a customer-oriented marketing plan for a bioeconomy company or other organisation.

Competences of the course

Business skills:
-identistat bioproduct entrepreneurship opportunities in a rural environment
-Manage customer-oriented product development and marketing
Workplace skills:
-Competent in professional communication and interaction situations in the workplace
-you will have the skills to work in an entrepreneurial way
Proactive development:
-be able to look for customer-oriented, sustainable and economically viable solutions, anticipating the future of your sector

Learning objective of the course

By the end of the course, you will understand the importance of customer-oriented marketing in business. You know the basic concepts of marketing and know how to use them in marketing planning and implementation. You will identify customer groups in the bioeconomy and be able to target marketing using selected marketing channels. You understand the importance of creating customer value in an ever-changing business environment.

Content

- Marketing concepts
- Customer value creation
- Bioeconomy customer groups and marketing channels
- Marketing communications
- Marketing plan

Location and time

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, webinars 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)

Grade 1:
You know the basic concepts of marketing and how to use them. You can build a marketing plan for a bioeconomy company or other organisation in a guided way. You identify customer segments and communication channels and understand how to create customer value.

Grade 2:
You know and use the basic concepts of marketing. You can build a marketing plan for a bioeconomy company or other organisation. You will identify relevant customer segments and the communication channels used by customers. Understand how to create customer value.

Assessment criteria, good (3)

Grade 3:
You know the basic concepts of marketing. You know how to use them and build a comprehensive marketing plan for a bioeconomy company or other organisation. Identify the customer segments relevant to the business and the communication channels used by customers. Understand the importance of creating customer value in business development.

Grade 4:
You know the basic concepts of marketing. You can build a comprehensive marketing plan for a bioeconomy company or other organisation. You can select customer segments relevant to your business and the communication channels used by customers. You will be able to produce marketing communications. Understand the importance of creating customer value in developing a profitable business

Assessment criteria, excellent (5)

Grade 5:
You have a broad understanding of basic marketing concepts. You know how to apply them and build a well-rounded and innovative marketing plan for a bioeconomy company or other organisation. You can design customer segments relevant to the business and the communication channels used by customers. You will be able to produce effective marketing communications. You can create customer value through marketing.

Further information

The learning assignments are assessed on a scale of 0-5. The grade for the entire course consists of the weighted average of the assignments.