Study Guide

Objective

After completing the course, the student can
- acknowledge the principles of modern customer-centric marketing
- evaluate critically models of marketing and their applicability of them in the marketing of the decade 2020
- apply the principles of customer-centric marketing for an organization
- draft a customer-centric marketing plan and assess its effectiveness.

Content

- customer-centric marketing as a success factor
- customer-centricity in marketing models
- sustainable customer-centric marketing
- digital customer-centric marketing
- planning and evaluating customer-centric marketing.

Materials

Hänti, S. (2021). Asiakkaista ansaintaan – asiakaskeskeinen liiketoimintamalli.
Lillberg, P. & Mattila, R. (2020). Kestävä markkinointi.
Hyötyläinen, M. (2021) Markkinoinnin uusi sielu.
Lahtinen, N., Pulkka, K., Karjaluoto, H., Mero, J. & Mäkelä, T. (2022). Digimarkkinointi.

Other materials are informed later.

Teaching methods

Literature, applying theoretical models, reflection, report.

International connections

Innovation pedagogy is applied at individual level, at group level as well as at network level.

Completion alternatives

-

Student workload

Pre-assignments (16 h)
Pre-questionnaire (DL 17.9.2023).
Pre-reading (DL 17.9.2023). Hänti, S. (2021). Asiakkaista ansaintaan. Asiakaskeskeinen liiketoimintamalli. AlmaTalent. Pages 5 - 140, familiarize yourself especially well with the figure 17 and the texts that are opening the figure in the focal chapter.

Middle-assignment (16 h)
Familiarize yourself with two different theoretical marketing models and analyze them critically according to the customer-centric marketing views (DL 10.10.2023). Detailed instructions are given on the first contact day on 20.9.2023.

Final assignment (ca 90 h)
Create a customer-centric marketing development plan (can be executed as an individual task, with a pair, or as group work) (DL 12.11.2023). Acting as a peer evaluator for another student's/student team's plan (DL 26.11.2023). Detailed instructions are given on the first contact day on 20.9.2023.

Contact days 15 h.

Content scheduling

After completing the course, the student can
- acknowledge the principles of modern customer-centric marketing
- evaluate critically models of marketing and their applicability of them in the marketing of the decade 2020
- apply the principles of customer-centric marketing for an organization
- draft a customer-centric marketing plan and assess its effectiveness.

The contents of the course:
- customer-centric marketing as a success factor
- customer-centricity in marketing models
- sustainable customer-centric marketing
- digital customer-centric marketing
- planning and evaluating customer-centric marketing.

There are two pre-assignments of which (a short questionnaire) must be done during 17.9.2023 and the pre-reading must be executed before the first contact day.

Evaluation scale

H-5

Assessment methods and criteria

Pre-assignments: accepted/failed.
Middle-assignments: accepted/failed.
Final assignment: 100 % (peer evaluation 50 %).

All the assignments must be accepted.

Assessment criteria, fail (0)

The assignments are not returned by the given deadlines. The assignments are done at a very general level and do not follow the given instructions. Some plagiarism can be recognized.

Assessment criteria, satisfactory (1-2)

All the assignments are returned by the given deadlines. The returned assignments show that the contents of the course are managed only at a surface level. The references used are scarce and not marked according to APA-system, there are some mistakes/misunderstandings, and/or the contents are incoherent/the layout is unfinished.

Assessment criteria, good (3-4)

All the assignments are returned by the given deadlines. The returned assignment show that the contents of the course are well managed as well as applied. The returned assignments are carefully done, the instructions are obeyed, the references are marked mainly according to APA-system, and there are almost any mistakes/misunderstandings, and the contents form quite coherent paper with quite a fine layout.

Assessment criteria, excellent (5)

All the assignments are returned by the given deadlines. The returned assignments show that the contents of the course are managed and applied excellently. The returned assignments are very carefully done, and all the instructions are obeyed, there are no mistakes/misunderstandings. The views and arguments for the development ideas are well presented and criticality, as well as inquiring approach, is visible.