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Principles of Marketing and Sales

Principles of Marketing and Sales

• Code: SOC1RB001
• Extent: 3 ECTS (81 h)
• Timing: Semester 1-2
• Language: English
• Level: Basic studies
• Type: compulsory

Prerequisites
No prerequisites.

Learning outcomes
After completing this course the student
• has adopted a marketing and sales attitude
• is familiar with the principles of consumer behavior
• knows the marketing planning process
• knows the key concepts of customer-oriented marketing
• knows how to evaluate and adapt marketing mix decisions in marketing planning and
implementation

Course contents
The course creates a foundation for further marketing studies.
• development of marketing philosophies
• influence of marketing environment to marketing decisions
• overview of the marketing information system
• essentials of marketing planning
• business and consumer buying behavior
• target groups, differentiation, segmentation and positioning
• brand marketing and design management
• marketing mix from 4/7 P point of view
• product concept, product development and product life cycle
• pricing strategies, pricing approaches and price elasticity
• distribution channels
• marketing communications mix

Cooperation with the business community and other organisations
Cases

International
Case examples during the course are about multinational companies.

Teaching and learning methods
Lectures, exercises and examination 12 h
Self-studies 68 h
The own learning assessment 1 h

Identifying and acknowledging previously acquired skills (in Finnish AHOT)
Course at other educational institutes or work experience are not accredited as such towards the HAAGA-HELIA studies directly, but the required skills and competences are demonstrated by a specific skills examination, individually agreed with the teacher.

Teacher with main responsibility for the course
Taru Sipponen, Haaga

Course materials
Bowie, D. & Buttle, F. 2004 or later. Hospitality Marketing: An introduction. Butterworth-Heinemann.
Lecture slides, cases, articles and other material given by the teacher.

Assessment
Examination 100 %

The own learning assessment assignment does not impact your grade. The assignment is the same for all courses/modules and your answers will be used also for course/module development. The assignment is completed online in WinhaOpaali.

Assessment criteria

Grade 1
• The student is able to name the  basic marketing terms
• The student is familiar with the principles of consumer behavior

Grade 3
• The student is able to define the basic marketing terms
• The student knows the marketing planning process
• The student knows the key-concepts of customer oriented marketing

Grade 5
• The student is able describe the marketing philosophies
• The student masters influence of marketing environment to marketing decisions
• The student is able, in a creative and critically analytical way, to evaluate and adapt marketing mix decisions in marketing planning and
implementation