Customer-centric marketing (5 cr)

Evaluation scale

H-5

Content scheduling

This implementation is offered only as a course of Open Turku UAS. Degree programme students or path students cannot enroll this course.

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: 1) a questionnaire to which one must respond on ItseLearning platform by 10.9.2023 and 2) a pre-reading that must be executed before the first contact day.

The common contact days for all students:
12.9.2023 at 17-20 (3 h) at campus
19.9.2023 at 17-20 (3 h) at campus
26.9.2023 at 17-19 (2 h) online
3.10.2023 at 17-19 (2 h) online
7.11.2023 at 17-20 (3 h) the presentations at campus
21.11.2023 at 17-18 (1 h) feedback session online

Otherwise, the course consists of learning tasks which aim to develop the skills needed in working life through experimenting and sharing knowledge and competence.

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.
Muut materiaalit ilmoitetaan myöhemmin.

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 (12 h)
Pre-questionnaire (DL 10.9.2023).
Pre-reading (before the 1st contact day). 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 (14 h)
Familiarize yourself with two different theoretical marketing models and analyse them critically according to the customer-centric marketing views. Detailed instructions are given on the first contact day.

Final assignment (ca 95 h)
Create a customer-centric marketing development plan (can be executed as an individual task, with a pair, or as group work) (DL 15.8.2023) and the presentation 7.11.2023. Acting as a peer evaluator for another student's/student team's plan (DL 15.11.2023). Detailed instructions are given on the 2nd contact day.

Contact days 14 h.

Total ca 135 h