Credits: 5

Schedule: 01.03.2019 - 30.04.2019

Teaching Period (valid 01.08.2018-31.07.2020): 

Online course. For more information please visit

Learning Outcomes (valid 01.08.2018-31.07.2020): 

Upon completion of the course, students will be able to:
-    describe the role of marketing in an organization and identify the significance of customer-orientation in both development of the organization and personal actions
-    apply key concepts of marketing (e.g., customer-perceived value, value creation process, brand, marketing mix and segmentation) in decision-making and in the evaluation of made decisions
-    describe the diverse emphasis of B-to-B and consumer marketing and the key characteristics of both logics
-    identify and utilize key marketing communication channels in the fickle business environment
-    understand the sales process in its entirety and the content of different parts of the sales process in practice in both consumer and in B-to-B sales

Content (valid 01.08.2018-31.07.2020): 

-    Key marketing concepts, definitions and phenomena now and before, such as value, value creation and marketing mix
-    Understanding these concepts in diverse contexts: the differences between consumer and B-to-B logics
-    Customer-centric thinking and value creation
-    Customer-oriented strategy in a changing business environment
-    The key concepts and phenomena in consumer marketing
-    B-to-B marketing and organizational buying behavior
-    Marketing communication channels and contents
-    Sales process in consumer and B-to-B contexts as well as personal sales and interaction skills at different phases of the sales process

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Students complete the course by writing weekly exercises.  Grading is from 0 to 5.

Workload (valid 01.08.2018-31.07.2020): 

Students will complete weekly exercises.

Study Material (valid 01.08.2018-31.07.2020): 

The teachers will specify the literature at the beginning of the course.

Prerequisites (valid 01.08.2018-31.07.2020): 

No requirements.

Grading Scale (valid 01.08.2018-31.07.2020): 



Registration for Courses (valid 01.08.2018-31.07.2020): 

via WebOodi

Further Information (valid 01.08.2018-31.07.2020): 

Apply for courses or the minor:

The latest information about the course is updated and published on the course platform at

LITO courses are organised in co-operation with multiple universities. To enable registering credits when the course is completed, it is necessary to transfer data about the student from his/her home university to the university that is responsible for organizing the course. The data to be transferred consists of: name, gender, nationality, e-mail address, personal identification number and the home university. Data that is classified as secret is not transferred. Without a data transfer it is not possible to have the course credits registered.


Registration and further information