Marketing Communications and CRM (5cr)

Objectives

Objectives of course
The Marketing Communications and CRM course provides the skills and knowledge that enable marketers to manage marketing communications and brand support activities within organisations. It provides participants with an understanding of the concepts and practice of promotional activity at an operational level. Although reference is made to relevant strategic issues in order to provide a relevant context for learning, the focus is primarily on creating applied integrated promotional activities, marketing communications campaign development and the management of relationships with a variety of stakeholders, particularly customers and members of marketing channels.

Content

Course contents
- Understanding customer dynamics
- Integrated marketing communications
- Marketing channels and marketing communications mix
- Internet & mobile marketing and social media in marketing
- Customer Relationship Management

Teaching methods
Lectures designed to introduce concepts and theories and provide a framework for analysing particular themes and issues. Seminars will be used to provide an opportunity for students to discuss critically a range of material from a variety of sources Assignments and case studies will be used to introduce practical examples and to acquire and practise problem solving and implementation skills. Part of the course virtually. Projects.

Assessment methods
Continues assessment. Project-based assessment and case study exam.

Prerequisites
None
Required reading
To be agreed on at the beginning of the course

Name of lecturer
Pirkko Varis

Year of study
2010-2011

Period
Periods 3 - 4, on weekdays + intensive period. Location: Virrat

Language of instruction
English

Further information

Period
Periods 3 - 4, on weekdays + intensive period. Location: Virrat

Language of instruction
English