Customer Journey and Marketing Analysis 3B00CX07-3003 14.04.2020-31.07.2020 3 cr(20KVHN1, ...)+-
Learning outcomes of the course unit
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
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
Prerequisites and co-requisites
Marketing in a Digital World, Introduction to Marketing 1 and 2 or equivalent
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?
Name of lecturer(s)
Language of instruction
14.04.2020 - 31.07.2020
09.12.2019 - 10.01.2020
Unit, in charge
Bachelor's Degree Programme in International Business