Advanced Relationship Marketing
| Structure Type: | Course |
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| Code: | KD27CMMA114 |
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| Type: | Elective |
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| Level: | Master |
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| Credits: | 5.0 points |
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| Responsible Teacher: | Aho, Anne-Maria |
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| Teacher Team: | Mäkeläinen, Ville-Pekka |
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| Language of Instruction: | English |
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Course Implementations, Planned Year of Study and Semester
| Curriculum | Semester | Credits | Start of Semester | End of Semester |
| B303-2014 |
2 autumn |
5.0 |
2015-08-01 |
2015-12-31 |
| B303-2016 |
2 autumn |
5.0 |
2017-08-01 |
2017-12-31 |
Learning Outcomes
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.
Student's Workload
Will be announced at the beginning of the course.
Prerequisites / Recommended Optional Courses
No prerequisites
Contents
- relationship marketing in business to business sector
- services and durable goods area
- formation and maintenance of customer relationships
- management of customer relationships
- CRM systems
Recommended or Required Reading
To be informed by the lecturer
Mode of Delivery / Planned Learning Activities and Teaching Methods
Cases, readings and written reports
Assessment Criteria
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.
Assessment Methods
The assessment takes into account the working methods, problem-solving skills and the ability to apply theoretical knowledge in order to develop the working and business practices.
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