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.

Assessment scale

0-5