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

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.