Customer Relationship ManagementLaajuus (3 cr)
Code: LTVAMA402
Objective
The student recognizes the role of customer relationship management. The student knows how customer knowledge can be acquired and used in strategic decision making. The student is able to classify different kind of customers on the basis of customer information. The student recognizes measurement techniques related to customer knowledge and knows how different reports on customer information can be used in marketing.
Content
- Characteristics of relationship marketing
- Phases of customer relationships and customer relationship development
- Collection and utilization of customer data
Qualifications
No prerequisites
Assessment criteria, satisfactory (1)
Satisfactory (2-1): The student has done the work and participated as instructed. The student can describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, good (3)
Good (4-3): The student has done the work well and participated actively. The student can to a good standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, excellent (5)
Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student can to an excellent standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Materials
Arantola, H. 2006. Customer Insight. Uusi väline liiketoiminnan johtamiseen. WSOY Pro.
Hellman, K. 2003. Asiakastavoitteet ja -strategiat. Helsinki: WSOY
Hellman, K. & Värilä, S. 2009. Arvokas asiakas. Asiakaspääoman, asiakaskannattavuuden ja asiakasriskien johtaminen. Hämeenlinna: Talentum.
Lehtinen, J. 2004. Asiakkuuksien aktiivinen johtaminen. Helsinki: Edita.
Mattinen, H. 2006. Asiakkuusosaaminen. Helsinki: Talentum.
Artikkelipaketti:
Dagger, T. & David, M. 2012. Uncovering the real effect of switching costs on the satisfaction-loyalty association. The critical role on involvement and relationship benefits. European Journal of Marketing, Vol. 46, No. 3/4, pp. 447-468.
Available: http://libts.seamk.fi:2048/login?url=http://search.proquest.com/docview/939008753?accountid=27298 (ProQuest)
Dimitriadis, s. & Stevens, E. 2008. Integrated customer relationship management for service activities. An internal/external gap model. Managing Service Quality, Vol. 18, No. 5, pp. 496-511.
Available: http://search.proquest.com/docview/197992981/D50E4540B3F2459DPQ/5?accountid=27298 (ProQuest)
Sanchez, R. & Sanchez, R. 2005. Analysis of customer portfolio and relationship management models: bridging managerial dimensions. Journal of Business & Industrial Marketing 20/6 (2005), pp. 307-316.
Available: http://libts.seamk.fi:2048/login?url=http://search.proquest.com/docview/222062013?accountid=27298 (ProQuest)
Sedighi, M., Mokfi, T. & Golrizgashti, S. 2012. Proposing a customer knowledge management model for customer value augmentation: A home appliances case study. Database Marketing & Customer Strategy Management, Vol. 19, 4, pp. 321-347.
Available: http://libts.seamk.fi:2048/login?url=http://search.proquest.com/docview/1265741348?accountid=27298 (ProQuest)
Other material informed by the lecturer.
Enrollment
13.11.2023 - 22.01.2024
Timing
29.01.2024 - 17.03.2024
Credits
3 op
Virtual proportion (cr)
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, Business Management
Teachers
- Terhi Anttila
Student groups
-
LITA21B
Objective
The student recognizes the role of customer relationship management. The student knows how customer knowledge can be acquired and used in strategic decision making. The student is able to classify different kind of customers on the basis of customer information. The student recognizes measurement techniques related to customer knowledge and knows how different reports on customer information can be used in marketing.
Content
- Characteristics of relationship marketing
- Phases of customer relationships and customer relationship development
- Collection and utilization of customer data
Materials
- Ahvenainen, P., Gylling, J. & Leino, S. (2017). Viiden tähden asiakaskokemus : tee
asiakkaistasi faneja. Helsinki: Kauppakamari. Myös e-kirjana.
- Bergström ja Leppänen (2021). Yrityksen asiakasmarkkinointi. Luku 6: Asiakkuuksien hallinta. Helsinki: Edita. Myös e-kirjana.
- Hellman, K. & Värilä, S. (2009). Arvokas asiakas. Asiakaspääoman, asiakaskannattavuuden ja asiakasriskien johtaminen. Hämeenlinna: Talentum.
- Killström, M. (2020). Vetoa tunteisiin: luo parempia asiakaskokemuksia ja pysyvämpiä
asiakassuhteita.
- Korkiakoski, K. (2019). Asiakaskokemus ja henkilöstökokemus : uusi aika, uudenlainen
johtaminen. Luku 2: Asiakaskokemus, sen selvittäminen ja mittaaminen. Helsinki: Alma
Talent. Myös e-kirjana.
- Korkiakoski, K & Gerdt, B. (2016). Ylivoimainen asiakaskokemus: työkalupakki. Helsinki: Talentum.
- Löytänä, J. & Kortesuo, K. (2011). Palvelubisneksestä kokemusbisnekseen. Helsinki:
Talentum. Myös e-kirjana.
- Mäntyneva, M. (2019). Key account management : kasvata yrityksesi avainasiakkuuksia. Helsinki: Kauppakamari. Myös e-kirjana.
- Mäntyneva, M. (2001). Asiakkuudenhallinta. Helsinki: WSOY.
- The Material in Moodle
Teaching methods
-Virtual teaching
-Independent work
-Learning assignments
-Common feedback
Student workload
Total workload 80 h:
-Familiarization with the course material
-Learning assignments
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Satisfactory (2-1): The student has done the work and participated as instructed. The student can describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, good (3)
Good (4-3): The student has done the work well and participated actively. The student can to a good standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, excellent (5)
Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student can to an excellent standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment methods and criteria
Learning assignments
Qualifications
No prerequisites
Enrollment
14.11.2022 - 15.01.2023
Timing
30.01.2023 - 17.03.2023
Credits
3 op
Virtual proportion (cr)
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, Business Management
Teachers
- Terhi Anttila
Student groups
-
LITA20B
-
LITA20C
Objective
The student recognizes the role of customer relationship management. The student knows how customer knowledge can be acquired and used in strategic decision making. The student is able to classify different kind of customers on the basis of customer information. The student recognizes measurement techniques related to customer knowledge and knows how different reports on customer information can be used in marketing.
Content
- Characteristics of relationship marketing
- Phases of customer relationships and customer relationship development
- Collection and utilization of customer data
Materials
-Killström, M. 2020. Vetoa tunteisiin: luo parempia asiakaskokemuksia ja pysyvämpiä asiakassuhteita.
-Mäntyneva, M. 2019. Key account management: kasvata yrityksesi avainasiakkuuksia. Helsinki: Kauppakamari.
-Gerdt, B. & Eskelinen, S. 2018. Digiajan asiakaskokemus: oppia kansainvälisiltä huipuilta. Helsinki: Alma Talent.
-Korkiakoski, K & Gerdt, B. 2016. Ylivoimainen asiakaskokemus: työkalupakki. Helsinki: Talentum.
-Vesterinen, J. 2014. Committed to customers: a 5-step model for delivering great customer experiences. Helsinki: Suomen Liikekirjat.
-Keskinen, T. & Lipiäinen, J. 2013. Asiakkaan matkassa : tuotekeskeisyydestä symbioosistrategiaan. Helsinki : Talentum.
-Articles to be announced at the beginning of the course and material in Moodle
Teaching methods
-Virtual teaching
-Independent work
-Learning assignments
-Common feedback
Student workload
Total workload: 80 h
-Familiarization with the course material
-Learning assignments
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Satisfactory (2-1): The student has done the work and participated as instructed. The student can describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, good (3)
Good (4-3): The student has done the work well and participated actively. The student can to a good standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, excellent (5)
Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student can to an excellent standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment methods and criteria
Learning assignments
Qualifications
No prerequisites
Enrollment
15.10.2021 - 31.01.2022
Timing
31.01.2022 - 18.03.2022
Credits
3 op
Virtual proportion (cr)
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, Business Management
Teachers
- Katri Juppi
Student groups
-
LITA19B
-
LITA19C
Objective
The student recognizes the role of customer relationship management. The student knows how customer knowledge can be acquired and used in strategic decision making. The student is able to classify different kind of customers on the basis of customer information. The student recognizes measurement techniques related to customer knowledge and knows how different reports on customer information can be used in marketing.
Content
- Characteristics of relationship marketing
- Phases of customer relationships and customer relationship development
- Collection and utilization of customer data
Materials
Provided by the teacher.
Teaching methods
Virtual course: independent work and exam.
Student workload
Independent work 81 h (active participation in group conversation and exam)
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
Satisfactory (2-1): The student has done the work and participated as instructed. The student can describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, good (3)
Good (4-3): The student has done the work well and participated actively. The student can to a good standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment criteria, excellent (5)
Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student can to an excellent standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.
Assessment methods and criteria
Group conversations 50%
Exam 50%
Qualifications
No prerequisites