Asiakassuhdemarkkinointi (LES001), 3 op

Basic information

Course name:	Asiakassuhdemarkkinointi Customer Relations Marketing
Course Winha code:	LES001
Kurre acronym:
Credits:	3
Type and level of course:	Professional studies
Year of study, semester or study period:	2.year
Implementation:	Not defined
Semester:	0708
Language of tuition:	Suomi
Teacher:
Final assessment:	Grading scale (0-5)

Descriptions

Prerequisites

Marketing Planning and Implementation, Selling, Customer Service and Negotiation Skills

Course contents (core content level)

The essential points in this course are:
? The background of relationship marketing
? Relationship marketing and CRM as strategic tools
? Relationship networks
? Customer relationship marketing and management
? Loyal customer marketing
? One-to-one marketing
? Customer management
? Customer-oriented marketing plans and implementation.

Course contents (additional)

Students gain deeper insight in customer management by understanding modern marketing trends. They develop their interaction skills. With the help of marketing models the students will be able to integrate theory with empirical cases and they will be better prepared for their dissertation.

Core content level learning outcomes (knowledge and understanding)

Core content level learning outcomes (skills)

Students will be able to plan the implementation of marketing strategy in a customer and partner oriented way as a member of a group. They command the use of marketing-mix referring different target groups.

Teaching and learning strategies

Lectures and assignment 35 hours
Group work / independent working 20 hours
Independent working 25 hours.

Teaching methods and student workload

Lectures and assignments
Learning tasks / Assignments

Assessment weighting and grading

Group work 50 %
Examination 50 %

Related competences of the degree programme

Advanced business competencies
Application of business skills
Extensive business competencies
Methodological competencies in business