Study Guide

Objective

You can analyze and draw conclusions regarding the effects of the digital competitive environment to the marketing of a company.
You can identify and evaluate customers’ needs for omnichannel service
You can evaluate and plan how to improve business with multichannel strategies.
You can choose and apply various means to produce multichannel customer service and you can justify your choices.

Content

How does the digital competitive environment affect a company’s marketing?
How to utilize multichannel strategies in sales, delivery, communication and customer service?
How to identify customers’ needs and wants for omnichannel service?
What are benefits and challenges of multichannel marketing?

Materials

- Video lectures in Learn (recordings)
- Selected journal articles
All material in English.
Fluent reading of journal articles is a useful skill in this course.

Exam schedules

This course is a web course. All assignments and exams need to be carried out according to a given schedule.

The course will be opened in 29 January 2021 and ends in 18 April 2021.

Student workload

Student's workload is approximately 130 hours.

Further information

This course is a web course. All assignments and exams need to be carried out according to a given schedule. The course will be opened in 29 January 2021 and ends in 18 April 2021.

Lecturer: Principal lecturer Heli Kesämaa, heli.kesamaa@xamk.fi
The lecturer will send students a key to Learn course via e-mail approximately one week before the course starts.
There is no contact teaching in this course.

Evaluation scale

1-5

Assessment methods and criteria

Evaluation is based on various assignments and exams in Learn. Evaluation criteria is described in the course description.

Further information

- On-line course
- Instruction language is English.