Customer Relationship ManagementLaajuus (3 cr)
Code: LT00DB58
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)
The student has completed the assigned tasks and has participated in the course. The student can describe the specific features of customer relationship marketing. The student can outline the possibilities and role of relationship marketing as a customer relationship maintainer and developer. The student knows how to classify customer relationships.
Assessment criteria, good (3)
The student has done the work and participated actively. 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, excellent (5)
The student has done the work thoroughly and participated actively and constructively. The student can comprehensively 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.