Digital Customer Journey Management (5cr)

Intro

During this course, student will learn to design, build and manage an efficient digital customer journey. The student will learn to use sales and marketing automation tools for digital customer journey management. During the course, students will design, build and test a fully functional digital customer journey on a demo platform. This course leverages modern learning- and research environments (such as SalesLab).

Learning objectives

The student who has completed this course or has acquired the required knowledge through other means will:
- recognize the steps in the digital customer journey
- analyze customer experience at each step of the digital customer journey
- use sales and marketing automation tools for digital customer journey management
- design and build a digital customer journey in a demo environment

Contents

- Steps of the digital customer journey
- Analyzing the steps in the digital customer journey
- Customer experience at each step of the digital customer journey
- Sales and marketing automation tools and systems
- Utilization of customer data for digital customer experience
- eCommerce platforms and digital customer journey management

Implementation methods, demonstration and Work&Study

Contact, Blended and Virtual

Demonstration (RPL): If you already have command of the course contents, you can demonstrate your competence. Ask the course teacher for more information. For more information on Recognition of Prior Learning: https://www.haaga-helia.fi/en/recognition-learning

Learning materials

To be announced

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

It is recommended that the student selecting the Digital Customer Journey Management course will first complete CRM and ERP for Sales and Omnichannel Sales courses.

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

The student:
- can identify digital customer journey steps in sales
- can explain digital customer journey management tools
- can explain the principles and can utilize the knowledge to build a basic digital customer journey in a demo environment

Assessment criteria - grade 3

The student:
- can explain digital customer journey steps in sales
- can analyze the customer experience at each step of the digital customer journey
- can explain the digital customer journey management tools used on the course and be able to use the knowledge to build more complex journey steps
- can apply the principles and can utilize the knowledge to build a complete digital customer journey in a demo environment

Assessment criteria - grade 5

The student:
- can explain and can leverage digital customer journey steps in sales
- can analyze the customer experience at each step of a digital customer journey and turn the knowledge into insight
- can thoroughly describe digital customer journey management tools used in the course and be able to use customer insight to build more complex journey steps
- can explain the possibilities of digital tools and can utilize the knowledge and insight to build an interactive digital customer journey in a demo environment