Strategic management of marketingLaajuus (5 cr)

Objective

After completing the course the student is ableto know the theoretical development and the current trends in this fieldto develop the marketing thinking and the marketing strategies of a companyto evaluate the suitability of the models and methods in differrent kinds of marketing situationsto develop the marketing and customer communication in concruencewith company strategic goals

Content

Contentsmarketing as a research areamarketing as a construction of profitable customer relationships, as a creation of excellent customer value; what kind of management and development is neededactual themes for discussion