Customer Relationship Management and Professional Selling (2 cr)

Evaluation scale

H-5

Content scheduling

Customer centric sales and marketing operations and their importance for the entire organization.
- sales creates additional value for the customer organization and their commercial operations. Focus on time (efficiency), money, quality and quantity.
- selling builds partnerships - how to create log term partnerships?
- the importance of the brand and image on the customer experience and conception - the usage of stories.

Objective

After the course:
- The student is familiar with customer-centric marketing and understands the importance of the value definition of the accounts.
- She/he can systematically create, maintain and develop customer relations.
- The student understands the value of brand management concerning the competitiveness of an enterprise.

Content

Core theory of the field and examples on real-life case-studies.

Materials

Parts of the following litterature:
Keki R. Bothe : "Beyond customer satisfaction to customer loyalty". American Management Association 1996
Miller & Heiman: "The new Strategic Selling". Cogan Page Ltd 2004
Jobber & Lancaster: "Selling and sales Management". Tenth edition. Pearson Education Ltd 2015
Castleberry & Tanner: "Selling, Building Partnerships". Nineth Edition. McGraw-Hill Education 2014
In addition other requested materials and internet.

Teaching methods

- initial lectures
- individual and groupworking
- litterature
- videos
- presentations and discussions

Exam schedules

2.12.
Twice during the spring 2020.

Pedagogic approaches and sustainable development

Individual and Group tasks. Lecure materials and other litterature, reading, internet (YouTube), presentations adn discussions.

Completion alternatives

None. Presence and participation requested

Student workload

Lectures (obligatory presence)
Litterture, books and other
Group working, at least "Buying behaviour" and "long term partnerships" tasks. Group presentations.
Videos and discussions
The requested amount of work should cover the requested 2 ECT credits (about 54 hours intensive doing).

Evaluation methods and criteria

Yksilötehtävät, referaatit ja loppukoe.

Failed (0)

Tehtävät tekemättä, loppukoe tekemättä

Assessment criteria, satisfactory (1-2)

Tehtävät tehty hätäisesti ja ylimalkaisesti. Loppukokeesta saatu enintään 2/5.

Assessment criteria, good (3-4)

Tehtävät tehty asiallisesti riittävällä perehtymisellä ja kirjallinen asu on kunnossa. Esitys hyvin jaoteltu ja rakenne selkeä. Loppukokeesta 3-4.

Assessment criteria, excellent (5)

Tehtävät tehty analyyttisesti, aihealueeseen muutoinkin tutustuen. Palautetun tehtävän teksti keskustelee lähdemateriaalin kanssa ja analysoi lähteen antia - mikä tässä on käyttökelpoista yleensä ja erityisesti itselle tms. Loppukokeesta vähintään 4/5.

Further information

Lectures at Sepänkatu B21
3.9. 14-16 (start always quater past)
1.10. 10-12
2.12. 8-12.
Manage your time so, that you can be present and participate. There wil be also one pretask during Augusta before the launch of the course.