Course code

INT6036.DT

old course code

INT6036

Course title in Estonian

Infoturundus

Course title in English

Information Marketing

ECTS credits

5.0

Assessment form

assessment

lecturer of 2023/2024 Spring semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

lecturer of 2024/2025 Autumn semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

Course aims

To create the prerequisites for the formation of knowledge and skills to analyze the possibility to adapt marketing theories in marketing the information services concentrating on relationship marketing as well as the treatment of marketing strategies in creating and securing the competition advantages of information services.

Brief description of the course

Service and information service as marketing measures (Rowley, Gupta, Elliott de Saez etc). The notion and system of services. The impact of the special features of services on marketing activities. The complex of services and the principles of their formation. The development of information services (search and choice of ideas, the development of conception). The marketing of information services as relationship marketing. The development of relationship marketing (Grönroos, Gummesson etc). Main processes of relationship marketing. Marketing of information services as implementation of relationship marketing. The main processes of relationship marketing in marketing of information (Besant, Singh etc). Marketing strategies of information services.
Analysis of market position of information services. Marketing strategies and the basis for their choice. Formulation of marketing strategies of information services.

Learning outcomes in the course

Upon completing the course the student:
- knows the main contemporary theories and models on marketing;
- is able to transfer the theoretical models into the context of information services;
- is able to evaluate to what extent the information services satisfy the information user;
- is able to design the information services which correspond to the information needs of users;
- is able to position the information services in the marketing environment.

Teacher

Aira Lepik, pedagoogikakandidaat

Study programmes containing that course

Liberal Arts in Social Sciences (KKLSB/15.YK)
Liberal Arts in Social Sciences (KKLSB/14.YK)
Liberal Arts in Social Sciences (KKLSB/13.YK)
Liberal Arts in Social Sciences (KKLSB/12.YK)
Liberal Arts in Social Sciences (KKLSB/12_1.YK)
Liberal Arts in Social Sciences (KKLSB/11.YK)
Liberal Arts in Social Sciences (KKLSB/11_1.YK)