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Customer Relationship Marketing

Customer Relationship Marketing

Code: FES3RB013A
Extent: 3 ECTS (81 h)
Timing: 3rd or 4th semester
Language: English
Level: Professional studies
Type: Professional Specialisation Studies

Prerequisites
Principles of Marketing and Sales, e-Commerce in Hospitality and Tourism, Personal Communication Skills. This course is a part of Customer Oriented Development. This course is a part of chosen concentration study.

Learning outcomes
The objective of this course is to give the student an extensive picture of customer relationship marketing and offer tools to plan, implement and manage good customer service in tourism operations.

After completing this course the student will
• know how to develop customer relations, acquire new customers and understand the importance of customer relations
• identity potential customers and segments, understand and anticipate customer expectations and needs
• can analyze customer relationships from the product and service development point of view

Course contents
• customer orientation
• customer relationship planning and management
• quality of customer service
• customer satisfaction and its measurement
• customer loyalty and loyalty programs
• customer relationship lifecycle
• value and profitability of customer relationships
• segmenting customers
• specifying and conceptualizing services
• practical customer service

Cooperation with the business community and other organisations
Visiting lecturers from the business community.

International
The course is conducted in HOSBA-programs with a mix of international students and exchange students.

Teaching and learning methods
It is possible to complete the course based on classroom learning or part time learning.

a) Classroom learning:
Lectures 32 h
Self-studies and Home examination 48 h
The assessment of one’s own learning 1 h

b) Part Time Learning:
Lectures 12 h
Self-studies and Home examination 68 h
The assessment of one’s own learning 1 h

Recognition of Prior Learning, RPL  (in Finnish AHOT)
The required skills and competences can be demonstrated by a skills examination.

Teacher with the main responsibility for the course
Markku Halmeenmäki

Course materials
Lecture slides, cases, articles and other material given by the teacher.

Course book:
Grönroos, C. 2007. Service Management and Marketing: A customer relationship management approach. Wiley & Sons. Chapters 2, 3 and 6.

Assessment
Examination 50 %
Assignments and activity 50 %

Assessment of learning outcomes
• planning, implementing and managing customer service
• overall understanding of customer relationship marketing
• key concepts of customer relationship marketing

The assessment of one’s own learning does not influence the grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed online in WinhaOpaali.

Assessment criteria

Grade 1
The student can
• identify the elements of high-quality practical customer service
• explain the causalities of customer service quality, customer satisfaction and customer loyalty
• identify the stages of a customer life cycle and name the factors affecting customer life cycle value
• define the key concepts of customer relationship marketing

Grade 3
The student can
• conduct high-quality practical customer service
• demonstrate the elements and causalities of customer service quality, customer satisfaction and customer loyalty
• interpret the effects of customer life cycle, profitability and value
• apply customer relationship marketing knowledge and skills in a firm

Grade 5
The student can
• develop customer relationships by managing practical customer service
• measure and analyze customer service quality, customer satisfaction and customer loyalty as well as develop programs to develop them
• combine the effects of customer life cycle, profitability and value as well as propose improvements on them
• plan and develop business operations by diverse means of customer relationship marketing