The course takes place in period

1 (2021-08-01 to 2021-10-24)

Level/category

Professional studies

Teaching language

English

Type of course

Compulsory

Cycle/level of course

Second

Recommended year of study

1

Total number of ECTS

5 cr

Competency aims

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

Learning outcomes

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

Course contents

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

Prerequisites and co-requisites

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

Recommended or required reading

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

Study activities

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

Workload

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

Mode of Delivery

Participation in tuition

Assessment methods

Essays, reports, productions and portfolio

Assessment requirements

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

Teacher

Broth Joacim

Examiner

Nyman Henrik

Group size

No limit (32 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2021-08-09 to 2021-09-05

Assessment methods

Date will be announced later - Reports and productions

Room reservations
Date Time Room Title Description Organizer
2021-08-26 16:30 - 20:00 D4106 Customer Relationship and Service Management zoom link for those who cannot attend at Arcada Join Zoom Meeting https://arcada.zoom.us/j/69652548768 Broth Joacim
2021-08-27 16:30 - 20:00 D4106 Customer Relationship and Service Management zoom link for those who cannot attend at Arcada   Join Zoom Meeting https://arcada.zoom.us/j/61958031718 Broth Joacim
2021-08-28 09:30 - 16:00 Customer Relationship and Service Management Join Zoom Meeting https://arcada.zoom.us/j/62874820361 Meeting ID: 628 7482 0361 Broth Joacim
2021-09-16 16:30 - 20:00 Customer Relationship and Service Management Join Zoom Meeting https://arcada.zoom.us/j/61493187661 Broth Joacim
2021-09-17 16:30 - 20:00 Customer Relationship and Service Management Join Zoom Meeting https://arcada.zoom.us/j/69026810355 Meeting ID: 690 2681 0355 Broth Joacim
2021-09-18 09:30 - 16:00 Customer Relationship and Service Management Join Zoom Meeting https://arcada.zoom.us/j/63490534529 Meeting ID: 634 9053 4529 Broth Joacim

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