Digital and Social Media Marketing and Communication Strategies (5op)

Arviointiasteikko

1-5

Tavoitteet

Students are able to utilize relationship marketing as a strategic approach of marketing in the fields of business-to-business marketing, service marketing and durable goods. The course also focuses on building new and maintaining/developing current business relationships. Special attention will be given to CRM systems as a tool for customer relationship maintenance and management.

Sisältö

- relationship marketing in business to business sector
- services and durable goods area
- formation and maintenance of customer relationships
- management of customer relationships
- CRM systems

Oppimateriaalit

Material provided by the lecturer during the class.

Opetusmenetelmät

Cases, readings and written assignments

Harjoittelu- ja työelämäyhteistyö

Not included

Opiskelijan ajankäyttö ja kuormitus

- Pre class homework will involve assessing a brands social media strategy based on pre readings provided by the professor. This assignment will be due to the professor one week before the first class meeting. This will serve as a discussion on day one of class. This will be an individual assignment and will count towards your final grade. (est. 6 hours)
- A second assignment will be given at the end of the first week. This will be a team project. Teams will present their work during the last class. This will count towards your final grade. (est. 20 hrs)
- The third and final project will be a take home exam covering all material discussed. It will involve a mix of multiple choice and essay questions. One week will be given for the take home exam. (est. 5 hrs)
- Face to Face lectures (est. 30 hrs)
- Day 1, 2, 3, 4 homework (est. 20 hrs)

Arviointikriteerit, tyydyttävä (1)

Excellent (5): The student has carried out work to an excellent standard and participated actively and constructively. Student has shown in the course ability to comprehend the concepts of the course and apply the concepts in practical business cases: Student has been able to develop creative solutions in the assignment of the course.
Good (4-3): The student has carried out work very well and participated actively and constructively. Student has shown in the course ability to comprehend the concepts of the course and apply the concepts in practical business cases: Student has been able to develop solutions for the case company in the assignment of the course.
Satisfactory (2-1): The student has participated actively in the course. Student has shown in the course ability to comprehend the basic concepts of the course: Student has been able to use the basic concepts of the course in the case company?s assignment.

Esitietovaatimukset

No prerequisites

Lisätiedot

Lecturer: Perry Drake