TMM2150 Basic Marketing (Agnes Makk)

Basic marketing introduces students to the concepts of marketing. We start with the question: What is marketing? Simply put marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for customers in order to capture value from customers in return. Next, we discuss the five steps in the marketing process - from understanding customer needs to designing customer value-driven marketing strategies and integrated marketing programs to building customer relationships and capturing value for the company. Finally, we discuss the major trends and forces affecting marketing in this new age of digital, mobile, and social media. Understanding these basic concepts and forming students' own ideas about what they really mean to students will provide a solid foundation for all that follows.