Customer Relationship Management (3cr)

Evaluation scale

1-5

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

The study is conducted online in the Moodle learning environment. The study is carried out independently during the implementation period. The study does not include joint meetings or pair or group work.

The student familiarizes themselves with the theoretical material, completes online assignments according to the given instructions. The study requires independent work and scheduling.

Student workload

The workload of the study is designed so that one credit corresponds to an average of 27 hours of student work to achieve the learning objectives. The actual time required varies individually, e.g., due to prior knowledge.

Total workload: 80 h
-Familiarization with the course material
-Learning assignments

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.

Qualifications

No prerequisites