Study Guide

Objectives (course unit)

During this course the students will deepen their knowledge about the management and development of customer relationships and customer experience.

After completing the course the students
- are able to utilize customer understanding in creating the customer journey , as well as to create customer profiles and personas
- can design marketing communications and understand its significance in the creation of the customer experience
- identify sources of customer value and design customer-oriented services
- are able to set customer targets and design the related metrics.

Content (course unit)

How to create a customer profile, persona description, and a customer journey?
How to plan customer-oriented marketing communications?
How to develop customer processes and the value of customer relationships?
How is customer experience managed and measured?

Prerequisites (course unit)

1st year courses or equivalent knowledge.

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

The student recognizes the tasks related to the management of the customer experience and is able to name the related areas. They know how to develop customer relationships.

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

The student is able to work according to instructions in situations related to customer experience management. They are able to take advantage of e.g. customer understanding in customer relationship development and customer-oriented marketing communications.

Assessment criteria, excellent (5) (course unit)

The student understands the areas of customer experience management and can apply them in practical work. They can plan customer-oriented marketing communications. The student is able to develop customer experience and is able to combine the issues of the different areas into a whole.

Location and time

Once a week contact lessons at Tamk.

Exam schedules

No exam. Pre-assignments and workshops in connection with meetings. Submission and presentation of the assignment at the end of the course. Active attendance is a prerequisite for completing the course.

Assessment scale

0-5

Teaching methods

Active presence in face-to-face meetings. Guided group work and its presentation.
Lectures, assignments and workshops. Flipped classroom. Independent information search.

Learning materials

Literature will be announced during first contact lessons.

Student workload

The total resource of an individual student is about 130 hours. The course lasts 10 weeks.

60 hours of teaching, independent information search and pre-assignments as individual work.
70 hours of group workshops and assignments.

Content scheduling

How to create a customer profile, persona description, and a customer journey?
How to plan customer-oriented marketing communications?
How to develop customer processes and the value of customer relationships?
How is customer experience managed and measured?

Completion alternatives

Possibility of accredition based on previously acquired competence.

Practical training and working life cooperation

Working life examples and cases. Practical workshops and assignment.

International connections

English-language material and participation in the Tamk's international week lectures in week 14. The assignment is prepared for an import company that starts operations in Finland.

Further information

The course is use a Moodle learning environment.