Customer intelligence and customer relationshipLaajuus (5 cr)

Objective

Students can analyse and describe the factors affecting the purchasing and consumption behaviour of various customer groups (consumers, business customers and other organizational customers). Students can describe the main principles and operations related to customer relationship marketing and relationship management. Students are able to compare different customer service situations.

Content

What does the customer process mean and what is its importance in business? What is the consumer behaviour and purchasing process of consumer customers like? What is the consumption behaviour and purchasing or procurement process of business and other organisational customers like? How are customer intelligence and customer relationships built, maintained and developed in the digital operational environment? How is the information security of customer data ensured? What are the components of good customer service? How is a successful customer event organized?

Qualifications

Knowledge of the principles of marketing required.

Assessment criteria, good (3)

a. Students use systematically the professional terminology related to customer relationship management c. Students can perceive interrelated tasks in customer relationship management e. Students can identify the special features related to the purchasing behaviour and buying process of consumer and business customers