Customer Profiles and Marketing StrategiesLaajuus (5 cr)
Code: 3H00FE34
Credits
5 op
Objectives
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
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
Previous modules completed or equivalent knowledge.
Assessment criteria, satisfactory (1-2)
The students know the basic concepts and methods related to customer relationship marketing, strategic marketing planning and graphic communications.
Assessment criteria, good (3-4)
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)
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
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.
Enrolment period
02.12.2024 - 05.01.2025
Timing
01.01.2025 - 23.05.2025
Credits
5 op
Virtual portion
3 op
RDI portion
3 op
Mode of delivery
40 % Contact teaching, 60 % Online learning
Unit
Business Administration
Campus
TAMK Main Campus
Teaching languages
- Finnish
Seats
15 - 40
Degree programmes
- Degree Programme in Business Administration
Teachers
- Kirsi Tanner
- Minna Heikinheimo
Groups
-
23ALITAMAALiiketalouden tutkinto-ohjelma 2023, Monimuoto, maakunta, verkkototeutus
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.
Assessment scale
0-5
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.
Enrolment period
22.11.2023 - 05.01.2024
Timing
08.01.2024 - 19.05.2024
Credits
5 op
Virtual portion
4 op
RDI portion
2 op
Mode of delivery
20 % Contact teaching, 80 % Online learning
Unit
Business Administration
Campus
TAMK Main Campus
Teaching languages
- Finnish
Seats
15 - 40
Degree programmes
- Degree Programme in Business Administration
Teachers
- Mika Jokinen
- Kirsi Tanner
Person in charge
Mika Jokinen
Groups
-
22ALITAV
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.
Assessment scale
0-5
Enrolment period
08.06.2023 - 06.08.2023
Timing
29.05.2023 - 13.08.2023
Credits
5 op
Virtual portion
5 op
Mode of delivery
Online learning
Campus
TAMK Main Campus
Teaching languages
- Finnish
Seats
0 - 45
Degree programmes
- Degree Programme in Business Administration
Teachers
- Mika Jokinen
- Kirsi Tanner
Person in charge
Mika Jokinen
Groups
-
AVOINAMK
-
23AVODIGILIKDigitaalinen liiketoiminta, 30 op, kevät 2023
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.
Assessment scale
0-5
Enrolment period
23.11.2022 - 12.01.2023
Timing
19.01.2023 - 25.05.2023
Credits
5 op
Virtual portion
4 op
RDI portion
4 op
Mode of delivery
20 % Contact teaching, 80 % Online learning
Unit
Business Administration
Campus
TAMK Main Campus
Teaching languages
- Finnish
Seats
15 - 40
Degree programmes
- Degree Programme in Business Administration
Teachers
- Mika Jokinen
- Kirsi Tanner
Person in charge
Mika Jokinen
Groups
-
21ALITAM
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.
Assessment scale
0-5
Enrolment period
24.11.2021 - 05.01.2022
Timing
01.01.2022 - 20.05.2022
Credits
5 op
Virtual portion
3 op
Mode of delivery
40 % Contact teaching, 60 % Online learning
Unit
Business Administration
Campus
TAMK Main Campus
Teaching languages
- Finnish
Seats
15 - 40
Degree programmes
- Degree Programme in Business Administration
Teachers
- Hanna Saraketo
- Kirsi Tanner
Person in charge
Hanna Saraketo
Groups
-
20ALITAI
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
14.1. Online
15.2. Online
22.3.
22.4.
20.5.
Exam schedules
No actual exam.
Academic essay, deadline Sunday 13.2.
Learning diary, deadline Sunday 20.3.
Styleboard, deadline Wednesday 20.4.
Blog, deadline Wed 18.5.
Assessment scale
0-5
Teaching methods
- Lectures and team sparring
- Doing assignments independently (academic essay, learning diary, blog, moodboard, styleboard) and in teams (workshops)
- Co-operative learning
- Reading literature and information search
Learning materials
Independent information search, literature recommended in Moodle.
Student workload
5 cr = 130 hours
About 20 hours for meetings
Independent work in the form of homework 110 hours
- Academic essay based on literature
- Learning diary based on podcasts or webinars
- Styleboard and moodboard
- Blog about influencer seminar
Content scheduling
14.1. Customer relationship marketing and customer profiling,
Workshop 1 - Customer Canvas and Customer Persona Creation,
preparation of a marketing plan
15.2. Marketing Strategy and Multi-Channel Marketing Campaign, Workshop 2 - Marketing Plan -Canvas
22.3. How do I build and budget for a multi-channel marketing campaign? What are the requirements for channel communication for channel choices?
22.4. Influencer Marketing Seminar
20.5. Presentation of projects
Completion alternatives
Is not.
Practical training and working life cooperation
As part of the course, sovial media influencer marketing seminar, business guests.
International connections
Materials in English.