MB-2-001 (0) - Customer Relationship and Service Management

• International business management - a nordic focus 2012 - Marketing management
• International business management - a nordic focus 2014 - Marketing management
• International business management - a nordic focus 2015 - Marketing management
• International business management - a nordic focus 2016 - Marketing management
• International business management 2017 - Business management
• International business management 2018 - Business management
• International business management 2019 - Business management

1 (2019-08-01 to 2019-10-27)

English

Compulsory

Second

1

5 cr

This course will introduce the students to the
field of marketing. It will specifically focus on
two important
areas of marketing that could be seen as
specifically important,
i.e. Customer Relationship and Service
Management. The aim of
the course is to deepen the students
understanding in:
- the basic concepts of marketing
- the shift from product to customer
focus
- the critical question of who is the
customer
- the customer life-cycle
- the customer value process
- the service logic and service quality
- the service concept and development
process
- the digital revolution and service innovation

At the end of the course the student is
expected to be able to:
- understand the basic concepts of marketing
- understand the paradigm shift in marketing
thinking
- analyse the customer in respect to their
value creation process
- understand the service logic
- create a service concept based on the
division of work in a
business relationship
-use creativity in service innovation

o What is marketing?
o Introduction to CRM
o Who is the customer?
o The customer life cycle
o Individual and/or group assignment
o Customer loyalty
o Customer value creation process
o Group assignment with presentations and
discussion
o The future of CRM?
o Introduction to services marketing
o Service quality
o Individual and/or group assignment
o Service concept and development process
o Service Innovation
o Group assignment with presentations and
discussion
o Summary of the course

A bachelor degree and at least three years work
experience gained after completing the higher
education degree

Baird, C. H. and Parasnis, G. (2011): From
social media to social
customer relationship management, Strategy and
Leadership, Vol
39, No 5, pp.30-37

Berman, S. J. and Kesterson-Townes, L. (2012):
Beyond Digital:
Connecting media and entertainment to the
future, IBM Institute
for Business Value

Grönroos, C. (2007): Service management and
marketing :
customer management in service competition, 3rd
ed.,
Chichester : Wiley

Kotler, P. (2003): A Framework for Marketing
Management,
Prentice Hall

Payne, A. (2006): Handbook of CRM : Achieving
excellence in
customer management, Oxford : Elsevier
Butterworth-
Heinemann

Storbacka, K. and Lehtinen, J. (2003): Customer
Relationship
Management, Wiley

Winer, R. S. (2001): A Framework for Customer
Relationship
Management, California Management Review, Vol.
43, No. 4, pp.
89-105

• Lectures - 20 hours
• Excursions and demonstrations - 5 hours
• Practical exercises - 8 hours
• Project- and production work/artistic activities - 40 hours
• Individual studies - 60 hours

• Total workload of the course: 133 hours
• Of which autonomous studies: 133 hours
• Of which scheduled studies: 0 hours

Participation in tuition

Essays, reports, productions and portfolio

To pass the course the student should pass the
following examinations:
Pre-assignment (20 %)
Middle assignment (40 %)
Final assignment (40 %)

Rosenbröijer Carl-Johan

Rosenbröijer Carl-Johan

https://arcada.itslearning.com/ External link

No limit (17 students enrolled)

12 months after course has ended

2019-08-12 to 2019-09-08

Date will be announced later - Reports and productions