Customer Profiles and Marketing Strategies (5 cr)

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

Verkkototeutus (moodle)
Opintojakso alkaa 29.5. ja päättyy 13.8.

Exam schedules

Moodletentti on auki 26.6.-2.7.2023 välisen ajan.
Moodletentin uusinta on auki 7.-13.8.2023 välisen ajan.

Portfolioraportti on palautettava viimeistään 6.8.2023.

Assessment methods and criteria

Moodle-tentti arvioidaan asteikolla: 1-5 (40%)
Portfolioraportti arvioidaan asteikolla 1-5 (60%)

Assessment scale

0-5

Teaching methods

Itsenäinen opiskelu
Kirjallisuuteen perehtyminen ja tiedonhankinta
Luentomateriaalit (.pdf ja tallenteet) ja muut annetut oppimateriaalit
Moodletentti (yksilötehtävä)
Portfolioraportti (yksilötehtävä)

Learning materials

Menesty digimarkkinoinnilla, Komulainen, Minna (2018)
Lue moodletenttiä varten luku 2: Tunnista asiakkaasi verkossa ja muotoile asiakaskokemus
Kirja on saatavilla Andor -kirjastopalvelun kautta. Linkki: https://andor.tuni.fi/discovery/search?vid=358FIN_TAMPO:VU1&lang=fi

Metrokartta brändiin -opas (.pdf löytyy moodlesta)

Opintojaksolla kannustetaan itsenäiseen tiedonhakuun yllä mainittujen lähteiden lisäksi.

Student workload

Opintojakson laajuus on 5 opintopistettä, joka vastaa 5x27h työtä.

Content scheduling

1. Asiakassuhdemarkkinointi ja asiakasprofilointi
2. Markkinoinnin strategiset linjaukset
3. Brändin rakentaminen ja graafinen viestintä
4. Monikanavaisen markkinointikampanjan rakentaminen ja asiakaspolut

Completion alternatives

Ei ole valinnaista suoritustapaa.

Practical training and working life cooperation

Portfolio tehtävässä voidaan hyödyntää työelämäyhteistyötä.