Advanced Relationship Marketing (5cr)
Code: KD27CMMA114-3001
General information
- Enrollment
- 17.08.2017 - 10.11.2017
- Registration for the implementation has ended.
- Timing
- 27.10.2017 - 11.11.2017
- Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- Mode of delivery
- Contact learning
- Teaching languages
- English
- Degree programmes
- Master of Business Administration, International Business Management
- Teachers
- Ville-Pekka Mäkeläinen
- Course
- KD27CMMA114
Objective
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.
Content
- relationship marketing in business to business sector
- services and durable goods area
- formation and maintenance of customer relationships
- management of customer relationships
- CRM systems
Teaching methods
Cases, readings and written reports
Assessment criteria, satisfactory (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.
Qualifications
No prerequisites