YTTP2120 Introduction to Marketing (5 cr)

Study level:
Basic studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2017-2018, 2018-2019, 2019-2020



• Concepts that underlie the discipline of marketing
• Marketing mix and decision areas
• Marketing and its environment
• Sustainable marketing
• Basic marketing strategies and tactics applied in business cases

Completion methods

Contact teaching course, Spring semester, 4th period. The study methods of the contact teaching course are specified in the study program annually.

Assessment details

Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.

Learning outcomes

On successful completion of the course, students will be able to:
• name and recognise key marketing concepts and discipline areas
• identify and define the basic elements of the marketing mix
• explain buyer behaviour in consumer and business markets
• identify and explain business development options
• apply the concepts and theories in phenomena of practical business

Additional information

Other materials informed by the lecturer.


  • Gary Armstrong, Philip Kotler, Marc Oliver Opresnik, 2016, Marketing: An Introduction, Global Edition, 13/E (myös e-kirjana saatavilla); ISBN: 9781292146508
  • Iacobucci, D., 2015, Marketing Management, Cengage learning. (available also as e-book); ISBN: 9781473713239

Completion methods

Method 1

Select all marked parts
Parts of the completion methods
Unpublished assessment item