Customer analytics (5 cr)

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?

Course material

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

Study forms and methods

The course will consist of theory based teaching and of project work done in groups.

Individual study tracks can be negotiated with the instructor. It will be available only if the student can provide sufficient basis for such implementation.

RDI and work-related cooperation

During the course there will be visiting lecturers and a work life related project will be conducted.

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.

Timing of exams and assignments

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.

The tasks deadline will be evenly spread throughout the duration of the course to balance the student workload.

International cooperation

Students have possibilities to complete theme tasks in international and multicultural groups.

Student workload

One ECTS credit equals 27 hours of students work.

Course part description

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 kerttuli.fisk@xamk.fi directly for further information.

Evaluation scale

1-5

Assessment methods and criteria

Assessment will be based on active participation during the classes and of the individual & group assignments done during the course.

Assesment scale: 1-5

After having completed the course, 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.