•   Customer Journey and Marketing Analysis 3B00DW61-3004 17.04.2022-04.05.2022  3 cr  (20IB, ...) +-
    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
    customer experience
    • use some of the digital marketing analytics tools
    • use the information to develop customer relationships and
    marketing effectiveness
    Prerequisites and co-requisites
    Introduction to Marketing or equivalent and Marketing in the Digital World or equivalent.
    Course contents
    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?
    Assessment criteria
    Satisfactory

    The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.

    Good

    The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.

    Excellent

    The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active.

    Further information
    -
    Name of lecturer(s)

    Sean Morga

    Recommended or required reading

    - Presentation material
    - Articles
    - Case studies
    - Videos
    - Assigned E-books

    Planned learning activities and teaching methods

    The course consists of live lessons on campus, individual assignments, team work, and team presentations. Projects are a continuation from Marketing in the Digital World cases.

    Assessment methods and criteria

    According to TAMK evaluation criterias (0,1-5)
    - Knowing
    - Doing
    - Being
    See objectives in course description

    Language of instruction

    English

    Timing

    17.04.2022 - 04.05.2022

    Registration

    24.11.2021 - 20.04.2022

    Credits

    3 cr

    Group(s)

    20IB

    22KVHN1

    Teacher(s)

    Sean Morga

    Further information for students

    Students that completed 3B00DW59-3004 Marketing in the Digital World may attend this course.

    Students that completed 3B00DW59-3003 Marketing in the Digital World may enroll to the 3B00DW61-3003 Customer Journey and Marketing Analysis course.

    Unit, in charge

    International Business

    Degree programme(s)

    Bachelor's Degree Programme in International Business

    Office

    TAMK Main Campus

    Evaluation scale

    0-5

    Completion alternatives

    N/A

    Training and labour cooperation

    Cooperation with external businesses

    Exam schedule

    N/A

    International connections

    Some of the teams may have cases from abroad.

    Students use of time and load

    The course will be intensive. Students should be prepared for even load throughout the course.

    Content periodicity

    Course content will be reviewed in the first lesson. Contact days and internal project will discuss topical digital marketing areas. External customer project will run parallel.

    Assessment criteria
    Satisfactory

    The student knows the basics of customer journey and needs. The student can use the basic terms and can define customer experience. Student recognises and defines the importance of customer experience in marketing. The student can perform the given tasks with routine performance. Student has been partly active in participating in the teamwork.

    Good

    The student applies customer journey mapping methods and analytical tools accordingly. The student is able to link structures between marketing and customer experience. He/she cooperates responsibly and has participated in the team work and classes actively contributing to the final outcome with his/her knowledge and ideas according to the peer evaluations.

    Excellent

    The student masters the concepts and models of customer experience, journey and analytics. He/she is able to conduct fluent and reasoned customer journey analysis and has good capabilities to apply the learning. The individual contribution in the class and team has been especially active