Opinto-opas

Tavoitteet (OJ)

This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.

After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness

Sisältö (OJ)

What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?

Esitietovaatimukset (OJ)

Introduction to Marketing or equivalent and marketing in the Digital World or equivalent.

Lisätiedot (OJ)

-

Arviointikriteerit, tyydyttävä (1-2) (OJ)

The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.

Arviointikriteerit, hyvä (3-4) (OJ)

The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.

Arviointikriteerit, kiitettävä (5) (OJ)

The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.

Aika ja paikka

Lessons/ workshops according to the Pakki schedule

Tenttien ja uusintatenttien ajankohdat

N/A

Arviointimenetelmät ja arvioinnin perusteet

According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being
See objectives in course description

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

The course consists of online lessons with supporting workshops, individual assignments, team work, and team presentations. Projects could be a continuation from Marketing in the Digital World cases.

Oppimateriaalit

- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books

Opiskelijan ajankäyttö ja kuormitus

The course will be intensive. Students should be prepared for even load throughout the course.

Sisällön jaksotus

Course content will be reviewed in the first lesson module. Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.

Toteutuksen valinnaiset suoritustavat

N/A

Harjoittelu- ja työelämäyhteistyö

Cooperation with external businesses

Kansainvälisyys

Some of the teams may have cases from abroad.

Lisätietoja opiskelijoille

Students that completed 3B00DW59-3003/3004/3005 Marketing in the Digital World may attend this course.

Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.

Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.

Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active