Study Guide

Objectives (course unit)

During this course, you get to know marketing especially from a customer perspective and learn how to plan marketing.

The student is able to
- to think of marketing as strategic choices,
- carry out customer relationship marketing,
- draw up a marketing plan and carry out a marketing campaign,
- use research data in marketing.

Content (course unit)

What is strategic marketing planning?
What are customer profiling and customer relationship marketing?
How is a multichannel marketing campaign built and budgeted?
What requirements do channel selections cause for graphical communication?

Prerequisites (course unit)

Previous modules completed or equivalent knowledge.

Assessment criteria, satisfactory (1-2) (course unit)

The students know the basic concepts and methods related to customer relationship marketing, strategic marketing planning and graphic communications.

Assessment criteria, good (3-4) (course unit)

The student masters the basic concepts and methods related to customer relationship marketing, strategic planning and graphic communications. The student is able to apply what he/she has learned to practical situations.

Assessment criteria, excellent (5) (course unit)

The student is familiar with the basic concepts and methods related to customer relationship marketing, strategic planning and graphical communication, knows the communication channels and is able to utilise them appropriately in marketing. The student is able to apply and analyse what he/she has learned for practical situations. The student is able to justify his/her decision comprehensively. If necessary, the student is also able to search for information and design new solutions for challenging situations.

Assessment criteria, pass/fail (course unit)

The student knows only some concepts related to customer relationship marketing, strategic marketing planning and graphic communications and does not know how to carry out a well-functioning marketing campaign.

Location and time

TAMK main campus and virtually

Exam schedules

Moodle exam mid-term 7.3. and end 15.5.2025.

Group assignments are usually due on the Monday before the next session. Self- and peer-assessments are due at the same time as the final submission.

Assessment methods and criteria

Group assignments (4 pieces) are graded on a scale of 1-5 (70%). Peer assessment can increase or decrease the grade. Individual moodle exams are graded on a scale of: 1-5 (30%)

We require active participation in classes. Participation activity can increase or decrease your grade together with peer evaluation.

Assessment scale

0-5

Teaching methods

- Lectures and team coaching​
- Independent and group assignments
- Case-based learning
- Collaborative learning​
- Literature review and other information gathering
- Open book Moodle exams
- Self- and peer assessment

Learning materials

Learning materials and links to course literature on Moodle.

Komulainen, Minna. 2023. Menesty digimarkkinoinnilla 2.0. Kauppakamari, Helsinki.

Saloranta, Susanna. 2018. Metrokartta brändiin. Turun ammattikorkeakoulu: Selko-hanke, Avoin osallisuus ja asiakkuus, 6.Aika. Juvenes Print – Suomen Yliopistopaino Oy, Tampere.

Content scheduling

January: What are customer profiling and customer relationship marketing?
February: Strategic marketing guidelines.
March: Moodle exam. Brand and graphic communication.
April: Multi-channel marketing campaign and customer journeys.
May: Moodle exam. Feedback discussions and course conclusion.

Completion alternatives

If you have Proposal for Individual Study Arrangements contact your teacher in advance to discuss those possible arrangements.

You can apply for credit transfer based on your work experience or other competence (credit transfer for competence).

A credit based on competence as a replacement is applied for using the HyväHot application, which can be found in the taskbar of the PAKKI student's desktop. Submit the HyväHot application no later than 9 January 2025 and select the teacher of the course as its processor. The responsible teacher will indicate the method of demonstrating competence (demonstration) and other additional information in their HyväHot decision.

The demonstration of competence is assessed on a scale of 1-5.

Practical training and working life cooperation

Tasks are possible to carry out for the company. Company visitor.

International connections

Some course material is in English.