Structure Type: Course
Code: KC00BYT1040
Type: Compulsory
Level: Bachelor
Credits: 3.0 points
Responsible Teacher: Myllymäki, Helena
Language of Instruction: Finnish

Course Implementations, Planned Year of Study and Semester

Curriculum  Semester  Credits  Start of Semester  End of Semester
BIOEL-2013   3 autumn   3.0   2015-08-01   2015-12-31  
KOTU-2013KOTU   2 spring   3.0   2015-01-02   2015-07-31  
KOTU-2014KOTU   2 spring   3.0   2016-01-01   2016-07-31  
KOTU-2015KOTU   2 spring   3.0   2017-01-01   2017-07-31  
KOTU-2016KOTU   2 spring   3.0   2018-01-01   2018-07-31  

Learning Outcomes

Students will acquire insight into customer-focused marketing concepts, models, as well as various marketing strategies and how they should be implemented. Students will understand customer-focused marketing as a critical success factor in marketing.

Prerequisites / Recommended Optional Courses

No previous studies are required.


- Operational environment and forms of marketing
- Customer-focused marketing
- Segmentation and marketing to the individual
- Internal marketing
- Marketing organisation: structure and resources
- New competition for the service industry and customer relations management
- Role of communication in marketing
- Service culture

Recommended or Required Reading

Bergström & Leppänen: Yrityksen asiakasmarkkinointi

Lahtinen & Isoviita: Asiakaspalvelun ja markkinoinnin perusteet

Grönroos: Palveluiden johtaminen ja markkinointi

Mode of Delivery / Planned Learning Activities and Teaching Methods

Project work
Case studies
Independent study

Assessment Criteria

1 Student knows the basics af the course.

3 Student knows the contents of the course well.

5 Student knows the contents of the course well and can apply their knowledge in practice

Assessment Methods

Case studies

Work Placement