Study Guide

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.