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04BUS602/4 CUSTOMER RELATIONS AND MARKETING 4 ECTS

Learning objectives

The student

  • understands the value of customer oriented thinking in corporations
  • knows the basic concepts and tools of marketing
  • is able to pursue them in a business context.

Contents

Customer oriented approach in business, marketing environments, customer relationship marketing, consumer behaviour and purchasing process, marketing mix: product, price, place, promotion.

Assessment and evaluation

Contact lectures, exam, course work.

Evaluation: 1-5.

Materials

Kotler, P, Armstrong, G. 2004. Principles of Marketing.