Customer-centric marketing (5 cr)

Evaluation scale

H-5

Content scheduling

Contact days
29.1.2025 at 9-16
26.2.2025 at 12-16
26.3.2025 at 12-16

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 27.1.2025 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.

Teaching methods

Literature, applying theoretical models, reflection, report.

Exam schedules

-

International connections

Innovation pedagogy is applied at individual level, at group level as well as at network level. One of the subjects of the study unit is sustainable marketing.

Completion alternatives

-

Student workload

Pre-assignments (16 h)
Pre-questionnaire (DL 27.1.2025).
Pre-reading (DL 29.1.2025). 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 26.2.2025). Detailed instructions are given on the first contact day on 29.1.2025.

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 23.3.2025). 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 29.1.2025.

Contact days 15 h.

Further information

sirpa.hanti@turkuamk.fi