Customer-centric marketing (5 cr)
Code: MS00CJ96-3003
General information
- Enrollment
-
02.04.2023 - 02.09.2023
Registration for the implementation has ended.
- Timing
-
03.09.2023 - 31.12.2023
Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- Mode of delivery
- Contact learning
- Unit
- Engineering and Business
- Teaching languages
- Finnish
- Seats
- 15 - 35
- Degree programmes
- Joint Elective Studies
- Teachers
- Sirpa Hänti
- Scheduling groups
- Avoimen AMK:n kiintiöpaikat. Ilmoittaudu ilman tätä pienryhmää (Size: 35 . Open UAS : 35.)
- Small groups
- Open UAS quota. Please enroll without selecting this group
- Course
- MS00CJ96
Evaluation scale
H-5
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.
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.
Further information
Avoimen amk:lta max 5 opiskelijaa