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Opintojakson toteutussuunnitelma

Group801D12/Degree Programme in Tourism (Rovaniemi)
Study unit801D8D Marketing Communication and Customer Relationship Management, 5.00 ECTS credits, 133 h
Contemporary Marketing and Product Development
PROFESSIONAL STUDIES
ImplementationPerustoteutus/14001
Unit
Time of implementationAutumn1/2014-2015, Autumn2/2014-2015
Responsible teacherPaloniemi Petra
Other teachersHanni-Vaara Päivi, Kurtti Ari
Status of implementationFinished

Description status Ready
  
Language of instruction English
Starting and ending dates01.08.2014 - 31.12.2014
Minimum number of participants  
Maximum number of participants  
Enrolment period15.04.2014 - 15.05.2014
Implementation method
Virtuality 0 ECTS credits
R&D integration 3 ECTS credits
Resit dates of the exam
Koulutuksen aikataulu (www-linkki)
Description language English 
Objectives

Learning outcome:

Students have a customer-oriented operating model of marketing communication. They know the main goals, criteria and tools of integrated, profitable marketing communication. They know how to manage marketing communication in a comprehensive, developmental and customer-oriented manner. Students are familiar with a marketing mind-set based on continuously creating new value for the customer together with the customer. They are also able to suitably utilise existing customer flows in business operation.

 

 
Assessment criteria  
Pedagogical arrangements

Pedagogical arrangements:

Lectures, learning assignments, case studies and seminars.

Material

De Pelsmaker, P. - Geuens, M. - Van den Berg, J. 2007. Marketing communications: a European perspective. Harlow. Pearson Education.

Spurgeon, C. 2008. Advertising and New Media. New York. Routledge.

Articles and other learning material will be announced in the beginning of the study unit.

Content

Contents:

  • tasks and goals of marketing communication
  • communication process
  • advertising and various advertising media
  • sales promotion and public relations
  • management of marketing communication

  • CRM as a paradigm of marketing
  • customer portfolio
  • customer profitability, strength of a customer relationship
  • customer relationship team
  • utilising technology in managing customer relationships
  • mass tailoring
  • building relationships, customer relationship programmes and securing customer commitment

Assessment

Assessment, grading scale:

Excellent (5)

The student has an excellent command of theoretical knowledge and is fully able to apply it in practical learning assignments. He/she participates in compulsory lectures and/or other learning situations (discussion panels, workshops, seminars etc.) actively and shows analytical, reflective and critical approach in all his/her activities. All the assignments are performed according to the instructions. The student has excellent cooperative and communication skills.

Good (3-4)

The student has a good command of theoretical knowledge and is mostly able to apply it in practical learning assignments. He/she participates in compulsory lectures and/or other learning situations (discussion panels, workshops, seminars etc.) quite actively and shows somewhat analytical, reflective and critical approach in most of his/her activities. All the assignments are performed mostly according to the instructions. The student has good cooperative and communication skills.

Satisfactory (1-2)

The student has a satisfactory command of theoretical knowledge and is able to apply it only partly or not at all in practical learning assignments. He/she seldom participates in compulsory lectures and/or other learning situations (discussion panels, workshops, seminars etc.) and shows very little or no analytical, reflective and critical approach in of his/her activities. The assignments are not fully performed according to the instructions. The student has satisfactory cooperative and communication skills.

Failed (0)

The student has not participated in the compulsory lectures and/or other learning situations (discussion panels, workshops, seminars etc.) and has failed to perform one or more assignments according to the instructions. The student has no adequate cooperative or communication skills.