Customer Journey and Marketing Analysis (3 cr)

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)

Introduction to Marketing or equivalent and Marketing in the Digital World or equivalent.

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

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.

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

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.

Assessment criteria, excellent (5) (course unit)

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.

Location and time

Zoom lessons according to the Pakki schedule

Exam schedules

N/A

Assessment methods and criteria

According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being
See objectives in course description

Assessment scale

0-5

Teaching methods

The course will consist Online Zoom lessons, individual assignments, team work, and team presentations. Projects are a continuation from Marketing in the Digital World cases.

Learning materials

- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books

Student workload

The course will be intensive. Students should be prepared for even load throughout the course.

Content scheduling

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.

Completion alternatives

N/A

Practical training and working life cooperation

Cooperation with external businesses

International connections

Some of the teams may have cases from abroad.

Further information

N/A

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

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.

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

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.

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

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