Asiakasanalytiikka (5 op)

Tavoitteet

Osaat määrittää ja tulkita asiakkuuksiin liittyviä avainlukuja ja –mittareita.

Osaat suunnitella dataan perustuvaa markkinointia.

Osaat luoda asiakasryhmäkohtaisia strategioita.

Osaat arvioida tuloksellisuutta ja suoriutumista asiakastietoon perustuen.

Osaat hankkia ja analysoida asiakasymmärrystä lisäävää tietoa.

Sisältö

Miten arvioida asiakaskannattavuutta ja tunnistaa arvokkaimpia asiakkuuksia erilaisin KPI-mittarein?

Miten luoda arvoa asiakassuhdemarkkinoinnin keinoin?

Miten ylläpitää ja kehittää strategisia asiakkuuksia?

Miten asiakastiedolla johtaminen näkyy tuloksellisuudessa?

Miten erilaisia asiakastietojärjestelmiä ja analytiikkaohjelmia käytetään?

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

Opiskelumuodot ja -menetelmät

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.

TKI ja työelämäyhteistyö

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.

Tenttien ja tehtävien ajoittuminen

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.

Kansainvälinen yhteistyö

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

Opiskelijan työmäärä

One ECTS credit equals 27 hours of students work.

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?

Lisätietoja opiskelijoille

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

Arviointiasteikko

1-5

Arviointimenetelmät ja arvioinnin perusteet

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.