The student has a command of overall marketing communication skills and the principals of theory in customer relationship management. He/she is able to identify different stages of a customership and the means to categorize customers. He/she recognizes the similarities and differences of customerships and the principals of development of the customership value. He/she can plan and target the right marketing efforts by using correct marketing communication mix to right target customer groups, from the viewpoint of the profitability. The student understands the significance of integrated marketing communication for the competitiveness of an enterprise and can plan customer oriented product and service offerings to customers.
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