Study Guide

Objective

You are able to identify and interpret customer related key performance indicators (KPIs).

You are able to use data driven approach to design marketing mix elements.

You are able to create customer portfolio specific relationship strategies.

You are able to relate overall business performance to customer analytics.

You are able to use basic tools to collect and analyze customer data.

Content

How to identify valuable customers through various KPIs?

How to adapt the marketing mix elements to add value to the customer?

How to create appropriate retention strategies according to customer portfolios?

How is the overall performance of the business related to customer measures?

How to use available customer analytics software programs in practice?

Opiskelumateriaali

The course material consists of lecture notes and materials posted in the Learn platform. The following textbook is recommended as a supplementary source.
Peppers, D. & Rogers, M., 2004. Managing Customer Relationships: A Strategic Framework. Hoboken, New Jersey: John Wiley & Sons, Inc

Yksilölliset oppimisväylät

Individual study tracks can be negotiated with the instructor. It will be available only if the student can provide sufficient basis for such implementation. There can be a pre-test to assess the students’ ability and suitability to complete the course individually.

TKI ja työelämäyhteistyö

The tasks will support students’ own thesis work. Tasks can be part of the students’ own project to support development work at their own organization if they are employed. Guest lecturers and company related projects are possible from existing RDI projects at XAMK or sourced locally.

Tentit ja muut määräajat

There is no written exam at the end. There will be maximum five theme tasks corresponding to the pre-defined module in the Learn platform.

Kansainvälinen yhteistyö

Students have possibilities to complete theme tasks in international and multicultural groups. The case assigned for the theme specific project report can involve collaborating with SMEs aiming to internationalize abroad.

Opiskelijan työmäärä

The maximum five theme specific tasks will all carry equal weights. The theme tasks will be completed concurrently with the discussion of the theme background material. The tasks deadline will be evenly spread throughout the duration of the course to balance the student workload.

Toteutuksen osien kuvaus

How to identify valuable customers through various KPIs?
How to adapt the marketing mix elements to add value to the customer?
How to create appropriate retention strategies according to customer portfolios?
How is the overall performance of the business related to customer measures?
How to use available customer analytics software programs in practice?

Further information

Please contact jagat.kunwar@xamk.fi directly for further information.

Evaluation scale

1-5

Assessment methods and criteria

Students can
a. evaluate information sources critically.
b. work as team members in working life expert duties and identify and describe the problems of the professional field.
c. choose appropriate models, methods, software and techniques according to the purpose and justify these choices.
d. promote teams’ goal-oriented operation.

Objective

You are able to identify and interpret customer related key performance indicators (KPIs).

You are able to use data driven approach to design marketing mix elements.

You are able to create customer portfolio specific relationship strategies.

You are able to relate overall business performance to customer analytics.

You are able to use basic tools to collect and analyze customer data.

Content

How to identify valuable customers through various KPIs?

How to adapt the marketing mix elements to add value to the customer?

How to create appropriate retention strategies according to customer portfolios?

How is the overall performance of the business related to customer measures?

How to use available customer analytics software programs in practice?

Opiskelumateriaali

The course material consists of lecture notes and materials posted in the Learn platform. The following textbook is recommended as a supplementary source.
Peppers, D. & Rogers, M., 2004. Managing Customer Relationships: A Strategic Framework. Hoboken, New Jersey: John Wiley & Sons, Inc

Yksilölliset oppimisväylät

Individual study tracks can be negotiated with the instructor. It will be available only if the student can provide sufficient basis for such implementation. There can be a pre-test to assess the students’ ability and suitability to complete the course individually.

TKI ja työelämäyhteistyö

The tasks will support students’ own thesis work. Tasks can be part of the students’ own project to support development work at their own organization if they are employed. Guest lecturers and company related projects are possible from existing RDI projects at XAMK or sourced locally.

Tentit ja muut määräajat

There is no written exam at the end. There will be maximum five theme tasks corresponding to the pre-defined module in the Learn platform.

Kansainvälinen yhteistyö

Students have possibilities to complete theme tasks in international and multicultural groups. The case assigned for the theme specific project report can involve collaborating with SMEs aiming to internationalize abroad.

Opiskelijan työmäärä

The maximum five theme specific tasks will all carry equal weights. The theme tasks will be completed concurrently with the discussion of the theme background material. The tasks deadline will be evenly spread throughout the duration of the course to balance the student workload.

Toteutuksen osien kuvaus

How to identify valuable customers through various KPIs?

How to adapt the marketing mix elements to add value to the customer?

How to create appropriate retention strategies according to customer portfolios?

How is the overall performance of the business related to customer measures?

How to use available customer analytics software programs in practice?

Further information

Please contact jagat.kunwar@xamk.fi directly for further information.

Evaluation scale

1-5

Assessment methods and criteria

Students can

a. evaluate information sources critically.

b. work as team members in working life expert duties and identify and describe the problems of the professional field.

c. choose appropriate models, methods, software and techniques according to the purpose and justify these choices.

d. promote teams’ goal-oriented operation.

Objective

You are able to identify and interpret customer related key performance indicators (KPIs).

You are able to use data driven approach to design marketing mix elements.

You are able to create customer portfolio specific relationship strategies.

You are able to relate overall business performance to customer analytics.

You are able to use basic tools to collect and analyze customer data.

Content

How to identify valuable customers through various KPIs?

How to adapt the marketing mix elements to add value to the customer?

How to create appropriate retention strategies according to customer portfolios?

How is the overall performance of the business related to customer measures?

How to use available customer analytics software programs in practice?

Opiskelumateriaali

(1) Lecture notes from the instructor

(2) Recommended textbook: Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research.Hoboken, NJ: John Wiley & Sons.

(3) A set of articles to augment specific sections may be uploaded and made accessible in the course homepage.

Yksilölliset oppimisväylät

The aim of the course is to support the participants in understanding marketing research-its value and how it is used in marketing decision making. The priority of this course is to understand research methods (both exploratory and causal) and how they are used as part of marketing planning and development processes. The students should be able to utilize relevant internal and external data sources, develop and evaluate alternative research designs and understand how data can be transformed into useful information for insightful decision making. More precisely, the intended learning objectives are:

(1) Understand the role of the Marketing Information System (MIS) within broad business intelligence systems
(2) Grasp the role of marketing research in gathering marketing intelligence
(3) Distinguish between the nature and role of qualitative and quantitative research methods
(4) Use marketing research to determine appropriate marketing mix
(5) Apply various research techniques to specific areas of marketing

TKI ja työelämäyhteistyö

While completing the course project, you will learn how to collect, analyze and evaluate marketing data for a chosen organization.

Opiskelijan työmäärä

Students have to complete a group project to pass the course. The group project will be divided into different tasks or milestones after completing different themes throughout the course. At the end, each group have to present their findings to the class. The exact deadline will be decided during the classes. It is essential to complete all the tasks and obtain at least half points from each of the assignments in order to pass the course.

Further information

The course consists of F2F meetings. Only some sessions can be implemented virtually.

Evaluation scale

1-5

Assessment methods and criteria

Students have to complete a group project to pass the course. The group project will be divided into different tasks or milestones after completing different themes throughout the course. At the end, each group have to present their findings to the class. The exact deadline will be decided during the classes. It is essential to complete all the tasks and obtain at least half points from each of the assignments in order to pass the course.