Customer Journey and Marketing Analysis (3cr)

Objectives (course unit)

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

Content (course unit)

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?

Prerequisites (course unit)

Marketing in a Digital World, Introduction to Marketing 1 and 2 or equivalent

Location and time

April 17 - May 2, 2018, TAMK Kuntokatu campus, B5-31.

Exam schedules

No exam

Assessment methods and criteria

Group task (customer journey description + introducing a digital analysis tool) 60%
- quality of material and presentation, use of relevant interactive method

Individual 40%
- attendance in the classes
- quality of the diary; self reflection and ability to describe the usefulness of the introduced tools
The students should note that it is quite difficult to improve the grade of the group task.

Assessment scale

0-5

Teaching methods

Contact teaching, co-operative learning, teamwork, learning diary.

Learning materials

Will be given in the beginning of the course.

Student workload

The course is for 3 credits, where the total workload for the student is about 80 hours, out of which 18 hours contact teaching, and about 60 hours of independent / teamwork. The students should note that the course time is only three weeks + one week for finalizing reporting.

Content scheduling

Day Time Class Topic
Tue 17.4. 14.00 - 17.00 B5-31 Course introduction
Wed 18.4. 14.00 - 17.00 B5-31 Workshop customer journey
Mon 23.4. 11.00 - 14.00 C2-02 Workshop DM analytics
Wed 25.4. 14.00 - 17.00 B5-31 Presentations
Mon 30.4. 11.00 - 14.00 B5-31 Presentations
Wed 2.5. 14.00 - 17.00 B5-31 Presentations

Completion alternatives

Not recommended. Please, contact the teacher.

Practical training and working life cooperation

The aim is to build measures for the digital marketing tools designed in the course Marketing in the Digital world (3B00CX07 ) whenever possible. Also other business cases can be included according to student's ambitions.

Further information

This implementation concentrates more on customer journey in analyzing customer experience and the digital marketing analytics tools, and less in use the information to develop customer relationships.
The course starts April 17 at 2:15 pm in class B5-31. There will be 2 classes per week in 3 weeks. Attendance in the classes will be needed in order to complete the course. Absence from the classes will have a decreasing effect on the final grade.
Teacher contact info
Tuula Andersson:
tel +358408004271
tuula.andersson@tamk.fi
room B4-08

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

Student has not achieved the objectives of the course even on a sufficient level. He/she is not able to recognize, determine and use the concepts of customer journey and value creation.The learning diary does not show ability to understand and apply the digital marketing analytics tools and/or the student has missed more than 3 classes.
The team project is not accepted and/or the student has not been active in participating the teamwork

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently but not well. Student recognizes, is able to determine the concepts and models of customer journey and value creation but does not show understanding how to use them. The learning diary shows understanding of digital marketing analysis tools but lacks of self reflection in learning.
The grade of the team case remains on the level 1 – 2, there’s no interactive part in the presentation and/or the student has not been active in participating the teamwork.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development.
Student is able to determine the concepts and models of customer journey and value creation well, is able to conduct reasoned analysis and apply the concepts also in practice.
The presented tool is introduced well and in an interesting and interactive way.
The grade of the group assingment is 3 - 4; the individual contribution in the class and team has been on a good level.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of customer journey and value creation in an excellent manner. Student is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning, and he/she is able to show it in the learning diary in a comprehensive manner. The presented tool is introduced in an excellent manner using relevant, interactive methods.

The grade of the group assignment is 4 - 5 and the individual contribution in the class and team has been especially active.