•   Customer Relationship Management MAR3LF104-3024 21.08.2023-15.12.2023  5   (LF4PMAR, ...) +-
    Learning objectives
    You know how to create and develop profitable long-term relationships with carefully targeted customers. You know the key tasks and the role of an account/key account manager. You understand the purchasing process of corporate and governmental customers. You know how to manage customer profitability by using appropriate tools. You understand how to coordinate the activities of multiple sales channels. You are familiar with some CRM IT-tools.
    Starting level and linkage with other courses
    Prerequisite: MAR1LF101 Basics of Marketing
    Contents
    planning and implementing a company’s customer strategy (the right customers)
    customer insight and understanding what customers value (customer value creation)
    buyer’s purchasing process (B2B, B2G)
    multichannel integration process
    information management process
    measurement and development of customer satisfaction
    customer profitability planning and control
    customer data collection, warehousing and analysis
    creating customer loyalty and loyalty programs (public and silent programs)
    Assessment criteria
    Assessment criteria - grade 1
    Knowledge
    You know the key concepts within the course’s scope, but are yet to develop the general view and the big picture of the subject matter.
    Skills
    You can complete given tasks and assignments with assistance. You need to develop how to apply knowledge
    Competence
    You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty to manage without assistance.
    Assessment criteria - grade 3
    Knowledge
    You know the key concepts well and can explain how the theories and models function and the tools are used. You have a general view of the subject matter.
    Skills
    You complete given tasks and assignments independently. You apply knowledge in hands-on business related situations. You can critique your own practice and identify ways to improve.
    Competence
    You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.
    Assessment criteria - grade 5
    Knowledge
    You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.
    Skills
    You apply knowledge in demanding business related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.
    Competence
    You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.
    Further information
    Cooperation with the business community
    Business cases, company visit, guest speakers.

    Internationality
    International and global customer relationships (e.g., global account management) will be covered.
    Teaching methods and instruction

    Contact and distant lessons, educalisation.

    Learning material and recommended literature

    In Moodle

    Working life connections

    Company cases and visitors

    Campus

    Pasila Campus

    Teaching language

    English

    Internationality

    International and global customer relationship will be covered

    Timing

    21.08.2023 - 15.12.2023

    Enrollment

    12.06.2023 - 18.08.2023

    Groups
    • LF4PMAR
    • CONTACT
    • EXCH
    Teachers

    Hannu Koikkalainen

    Seats

    15 - 50

    Degree Programme

    GLOBBA Degree Programme in International Business

    R&D proportion

    0.00 cr

    Virtual proportion

    0.00 cr

    Evaluation scale

    H-5