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

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