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Customer Relationship Management

Customer Relationship Management

Code: MAR8LH007
Extent: 6 ECTS (162 h)
Timing: Semester 4 - 7
Language: English
Level: Professional Studies
Type: Free Choice Studies

Prerequisites

The student has successfully completed the obligatory basic and professional studies. The course is a part of module B in marketing free choice professional studies.

Learning outcomes

Upon successful completion of the course, the student

  • understands the process of customer relationships management
  • knows the central terminology of CRM
  • can collect customer data from different sources
  • understands the signifigance of customer insight
  • can analyse the customer relationships and use relevant customer data to develop customer relationships
  • works professionally with a client company in a multicultural team in projects covering customer relationships management for small or medium size companies

Course contents

  • processes of customer relationships management
  • customer strategies and the choice of strategic customers
  • everyday practises and supporting the value creation of customers
  • analyzing the customer relationships ; profitability and loyalty effect
  • tools for developing the relationships with customers

Cooperation with the business community

Guest lecturers via video conferences or connect pro
Client projects in the form of learning tasks for a small or medium size companies

International dimension

The co-operation partner at this course is University of Genoa, Italy. All course material is in English.

Teaching and learning methods

This is a virtual course. Learning methods are integrated solutions of different virtual learning methods mainly based on the learning platform including, for example, a contact lessons and learning tasks. The learning platform is Moodle. Orientation at contact lessons in the beginning. Independent information search and studies.
The assessment of one’s own learning 1 h

Accreditation of prior learning

Accreditation of prior leaning (APL) is observed on the course according to separate instructions.

Teacher with the main responsibility for the course

Minna Saukkonen

Course materials

Kimmel, Allan J. 2010. Connecting with consumers. Marketing for new marketplace realities. Oxford University Press: Oxford.
Reichheld, F. 2006. Ultimate Question, Driving Good Profits and True Growth. Harvard Business School Press. Bain & Company.
Links, articles and other sources indicated by teacher

Assessment criteria

Students' performance is graded on the following scale: Excellent (5), Very good (4), Good (3), Satisfactory (2), Fair (1), Fail (0). The assessment criteria is presented on scale 1 to 5.

Grade/
Learning Outcomes
1 (Min. 40%
competence level)
3 (Min. 70%
competence level)
5 (Min. 90%
competence level)
Knowledge The student can partly understand but only poorly describe customer relationship processes and value creation. The understanding of customer strategies is insufficient. Using the customer data as a tool for developing the customer relationships management and marketing is at lower level. The student can mostly understand and mostly describe customer relationship processes and value creation. The understanding of customer strategies is sufficient. Using the customer data as a tool for developing the customer relationships management and marketing is at good level. The student can fully understand and very clearly describe customer relationship processes and value creation. The understanding of customer strategies is excellent. Using the customer data as a tool for developing the customer relationships management and marketing is at very good level.
Skills With great difficulty and under strict supervision, the student can partly collect, poorly analyze and partly use relevant customer data to create customer insight and/or a customer relationships plan for a client company at a beginner’s level. The student can collect, partly analyze and partly use relevant customer data to create customer insight and/or a customer relationships plan for a client company at a beginner’s level. The student can collect, analyze and use relevant customer data to create customer insight and/or a customer relationships plan for a client company at a high professional level.
Competence With great difficulty and under strict supervision, the student can partly work with a client company in a multicultural team. He/she can poorly apply problem identification, analysis and solving to customer relationship plans and projects. The student can work with a client company in a multicultural team. He/she can apply problem identification, analysis and solving to customer relationship plans and projects. The student can work very professionally with a client company in a multicultural team. He/she can fully apply problem identification, analysis and solving to customer relationship plans and projects.

Modes of assessment and their weights

Web-based test 30 %
Virtual communication 30 %
Team reports including client project 40 %
The assessment of one’s own learning does not influence the grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed on an electronic form.