Study Guide

Objectives (course unit)

 Customer management & customer management software
 Content and digital marketing
 Digital sales & service export
 Digital service design
The course introduces the customer experience of the digital age as well as its management and development. After taking the course, students know how to use customer understanding in creating customer paths and customer profiles and personas, plan marketing communications and understand its importance in the formation of customer experience, identify sources of customer value and plan customer-oriented offerings, and set customer goals and plan related metrics. After the course, students understand how digital product and service expertise and customer management are related to export trade. The course also highlights the importance of digital service exports to the Finnish national economy: Service exports have grown faster than goods exports for a long time, and cover a third of the total value of Finnish exports. The growth of the market for high skills and services that can be digitized offers opportunities for internationalization and growth, which in turn emphasizes the importance of digital service design. After taking the course, students understand that the customer orientation of digital services and online shopping is ensured by means of service design. Students learn to pay attention to the smoothness of the customer's purchase path and the continuous development of online shopping.
The course is very practical and diverse. Lectures, group work, practical digital content production exercises (on social media) and guest speakers (export companies from Pirkanmaa, digital service design professionals) are used as teaching methods.
Timetable: October 2022 – January 2023

Assessment scale

0-5