YMAA3170 Managing Customer Relationships with Digital Marketing (5 op)
Osaamistavoitteet
On successful completion of this course, student is able to:
-Classify different phases of customer relationship management (CRM) strategy
-Plan, implement and analyze CRM strategies especially in digital environments
-Explain the basic functions of various software used in managing relationships
- Explain the characteristics of various digital marketing tactics
Suoritustavat
Lectures 24 hours, classroom discussions, a written assignment to be completed after the course
厂颈蝉盲濒迟枚
This course introduces the students with the basic and applied principles and concepts of customer relationship management (CRM) in digital environment. The course introduces the students a four phase framework of CRM: 1) Customer acquisition, 2) Growing the value of the customer base , 3) Interacting with customers using digital channels, and 4) Managing digital marketing and sales strategy.
Topics:
-Customer Relationship Management (CRM) strategy in Digital Environment
-Digital customer experience
-Social CRM
-Customer acquisition and identification
-Interaction in customer relationship communication
-Customer loyalty
-Management of different digital relationships
-Organizational issues in CRM
尝颈蝉盲迟颈别诲辞迟
Article package distributed to the students one week before the lectures
Oppimateriaalit
Articles and cases announced by the instructors.
Arvosanakohtaiset arviointiperusteet
Active participation in the lectures and writing an analysis of the articles and cases.
Esitietovaatimukset
Article package distributed to the students one week before the lectures