Customer Relationship Management and Business marketingLaajuus (5 ECTS)

Objective

The student:
- Understands the interrelated cornerstones of contemporary CRM and business
marketing
- Is able to conduct robust market research
- Is able to undertake customer segmentation and building a value proposition for the segments
- Is able to construct a marketing plan

Content

- Customer relationship management
- Product marketing vs. service marketing
- Business to business vs. business to consumer marketing
- Market research and customer segmentation
- Building a customer value proposition
- Branding and marketing communication
- Marketing planning

Assessment criteria, satisfactory (1)

The student knows
- CRM theories and tools
- market research process and tools
- customer segmentation in health business

The student is able to
- apply CRM theories and tools in his/her own work
- construct a marketing plan

Assessment criteria, good (3)

The student has a good command of
- CRM theories and tools
- market research process and tools
- customer segmentation in health business

The student is able to
- apply CRM theories and tools in his/her own work
- construct a marketing plan

Assessment criteria, excellent (5)

The student is able to use
- CRM theories and tools
- market research process and tools
- customer segmentation in health business

The student is able to
- apply CRM theories and tools in his/her own work
- construct a marketing plan

Assessment criteria, approved/failed

The student knows
- CRM theories and tools
- market research process and tools
- customer segmentation in health business

The student is able to
- apply CRM theories and tools in his/her own work
- construct a marketing plan