Customer Journey and Marketing AnalysisLaajuus (3 op)
Tunnus: 3B00DW61
Laajuus
3 op
Osaamistavoitteet
This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.
After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness
Sisältö
What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?
Esitietovaatimukset
Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.
Arviointikriteerit, tyydyttävä (1-2)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit, hyvä (3-4)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit, kiitettävä (5)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.
Lisätiedot
-
Ilmoittautumisaika
02.12.2024 - 14.03.2025
Ajoitus
23.04.2025 - 21.05.2025
Laajuus
3 op
Toteutustapa
Lähiopetus
Yksikkö
International Business
Toimipiste
TAMK Pääkampus
Opetuskielet
- Englanti
Koulutus
- Bachelor's Degree Programme in International Business
Opettaja
- Anu Vänskä
Vastuuhenkilö
Anu Vänskä
Ryhmät
-
25KVHN1Exchange Students International Business spring 2025
-
23IBInternational Business, syksy 2023, kaikki
Tavoitteet (OJ)
This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.
After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness
Sisältö (OJ)
What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?
Esitietovaatimukset (OJ)
Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.
Lisätiedot (OJ)
-
Arviointikriteerit, tyydyttävä (1-2) (OJ)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit, hyvä (3-4) (OJ)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit, kiitettävä (5) (OJ)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.
Arviointiasteikko
0-5
Ilmoittautumisaika
06.02.2024 - 29.04.2024
Ajoitus
30.04.2024 - 15.05.2024
Laajuus
3 op
Toteutustapa
Lähiopetus
Yksikkö
International Business
Toimipiste
TAMK Pääkampus
Opetuskielet
- Englanti
Koulutus
- Bachelor's Degree Programme in International Business
Opettaja
- Sean Morga
- Jarmo Tuominiemi
Vastuuhenkilö
Sean Morga
Ryhmät
-
24KVHN1KInternational Business Exchange Student Group Spring 2024
-
22IBInternational Business, syksy 2022, kaikki
Tavoitteet (OJ)
This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.
After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness
Sisältö (OJ)
What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?
Esitietovaatimukset (OJ)
Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.
Lisätiedot (OJ)
-
Arviointikriteerit, tyydyttävä (1-2) (OJ)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit, hyvä (3-4) (OJ)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit, kiitettävä (5) (OJ)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.
Aika ja paikka
Lessons/ workshops according to the Pakki schedule
Tenttien ja uusintatenttien ajankohdat
N/A
Arviointimenetelmät ja arvioinnin perusteet
According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being
See objectives in course description
Arviointiasteikko
0-5
Opiskelumuodot ja opetusmenetelmät
The course consists of online lessons with supporting workshops, individual assignments, team work, and team presentations. Projects could be a continuation from Marketing in the Digital World cases.
Oppimateriaalit
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Opiskelijan ajankäyttö ja kuormitus
The course will be intensive. Students should be prepared for even load throughout the course.
Sisällön jaksotus
Course content will be reviewed in the first lesson module. Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Toteutuksen valinnaiset suoritustavat
N/A
Harjoittelu- ja työelämäyhteistyö
Cooperation with external businesses
Kansainvälisyys
Some of the teams may have cases from abroad.
Lisätietoja opiskelijoille
Students that completed 3B00DW59-3003/3004/3005 Marketing in the Digital World may attend this course.
Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active
Ilmoittautumisaika
05.02.2023 - 26.04.2023
Ajoitus
26.04.2023 - 11.05.2023
Laajuus
3 op
Toteutustapa
Lähiopetus
Yksikkö
International Business
Toimipiste
TAMK Pääkampus
Opetuskielet
- Englanti
Koulutus
- Bachelor's Degree Programme in International Business
Opettaja
- Sean Morga
- Juha Tuominen
Vastuuhenkilö
Sean Morga
Ryhmät
-
23KVHN1KExchange Students International Business S2023
-
21IBInternational Business, syksy 2021, kaikki
Tavoitteet (OJ)
This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.
After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness
Sisältö (OJ)
What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?
Esitietovaatimukset (OJ)
Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.
Lisätiedot (OJ)
-
Arviointikriteerit, tyydyttävä (1-2) (OJ)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit, hyvä (3-4) (OJ)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit, kiitettävä (5) (OJ)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.
Aika ja paikka
Lessons according to the Pakki schedule
Tenttien ja uusintatenttien ajankohdat
N/A
Arviointimenetelmät ja arvioinnin perusteet
According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being
See objectives in course description
Arviointiasteikko
0-5
Opiskelumuodot ja opetusmenetelmät
The course consists of live lessons on campus, individual assignments, team work, and team presentations. Projects could be a continuation from Marketing in the Digital World cases.
Oppimateriaalit
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Opiskelijan ajankäyttö ja kuormitus
The course will be intensive. Students should be prepared for even load throughout the course.
Sisällön jaksotus
Course content will be reviewed in the first lesson. Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Toteutuksen valinnaiset suoritustavat
N/A
Harjoittelu- ja työelämäyhteistyö
Cooperation with external businesses
Kansainvälisyys
Some of the teams may have cases from abroad.
Lisätietoja opiskelijoille
Students that completed 3B00DW59-3003/3004/3005 Marketing in the Digital World may attend this course.
Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active
Ilmoittautumisaika
24.11.2021 - 20.04.2022
Ajoitus
19.04.2022 - 04.05.2022
Laajuus
3 op
Toteutustapa
Lähiopetus
Yksikkö
International Business
Toimipiste
TAMK Pääkampus
Opetuskielet
- Englanti
Koulutus
- Bachelor's Degree Programme in International Business
Opettaja
- Sean Morga
Vastuuhenkilö
Sean Morga
Ryhmät
-
20IBInternational Business 2020, kaikki
-
22KVHN1Exchange Students International Business 2022 Spring
Tavoitteet (OJ)
This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.
After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness
Sisältö (OJ)
What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?
Esitietovaatimukset (OJ)
Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.
Lisätiedot (OJ)
-
Arviointikriteerit, tyydyttävä (1-2) (OJ)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit, hyvä (3-4) (OJ)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit, kiitettävä (5) (OJ)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.
Aika ja paikka
Lessons according to the Pakki schedule
Tenttien ja uusintatenttien ajankohdat
N/A
Arviointimenetelmät ja arvioinnin perusteet
According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being
See objectives in course description
Arviointiasteikko
0-5
Opiskelumuodot ja opetusmenetelmät
The course consists of live lessons on campus, individual assignments, team work, and team presentations. Projects are a continuation from Marketing in the Digital World cases.
Oppimateriaalit
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Opiskelijan ajankäyttö ja kuormitus
The course will be intensive. Students should be prepared for even load throughout the course.
Sisällön jaksotus
Course content will be reviewed in the first lesson. Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Toteutuksen valinnaiset suoritustavat
N/A
Harjoittelu- ja työelämäyhteistyö
Cooperation with external businesses
Kansainvälisyys
Some of the teams may have cases from abroad.
Lisätietoja opiskelijoille
Students that completed 3B00DW59-3003 Marketing in the Digital World may attend this course.
Students that completed 3B00DW59-3004 Marketing in the Digital World may enroll to the 3B00DW61-3004 Customer Journey and Marketing Analysis course.
Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active
Ilmoittautumisaika
24.11.2021 - 20.04.2022
Ajoitus
17.04.2022 - 04.05.2022
Laajuus
3 op
Toteutustapa
Lähiopetus
Yksikkö
International Business
Toimipiste
TAMK Pääkampus
Opetuskielet
- Englanti
Koulutus
- Bachelor's Degree Programme in International Business
Opettaja
- Sean Morga
Vastuuhenkilö
Sean Morga
Ryhmät
-
20IBInternational Business 2020, kaikki
-
22KVHN1Exchange Students International Business 2022 Spring
Tavoitteet (OJ)
This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.
After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness
Sisältö (OJ)
What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?
Esitietovaatimukset (OJ)
Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.
Lisätiedot (OJ)
-
Arviointikriteerit, tyydyttävä (1-2) (OJ)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit, hyvä (3-4) (OJ)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit, kiitettävä (5) (OJ)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.
Aika ja paikka
Lessons according to the Pakki schedule
Tenttien ja uusintatenttien ajankohdat
N/A
Arviointimenetelmät ja arvioinnin perusteet
According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being
See objectives in course description
Arviointiasteikko
0-5
Opiskelumuodot ja opetusmenetelmät
The course consists of live lessons on campus, individual assignments, team work, and team presentations. Projects are a continuation from Marketing in the Digital World cases.
Oppimateriaalit
- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books
Opiskelijan ajankäyttö ja kuormitus
The course will be intensive. Students should be prepared for even load throughout the course.
Sisällön jaksotus
Course content will be reviewed in the first lesson. Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.
Toteutuksen valinnaiset suoritustavat
N/A
Harjoittelu- ja työelämäyhteistyö
Cooperation with external businesses
Kansainvälisyys
Some of the teams may have cases from abroad.
Lisätietoja opiskelijoille
Students that completed 3B00DW59-3004 Marketing in the Digital World may attend this course.
Students that completed 3B00DW59-3003 Marketing in the Digital World may enroll to the 3B00DW61-3003 Customer Journey and Marketing Analysis course.
Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.
Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.
Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)
The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active