The course is included in these curricula and study modules


Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The aim of the course is to present the background to and current
perspectives on customer relationships.

Learning outcomes

At the end of the course the student is expected to be able to
understand the importance of customers and customer
relationships both from a business to business and a business to
consumer perspective. Apart from this the student is expected in
a creative way see the possibilities to create value both to the
customer and the supplying company. In addition to this the
student will get acquainted to and work with the Microsoft CRM
4.0 system.

Course contents

The course will include at least the following themes:
*The background to the relationship perspective in marketing
*Who is the customer?
*What is a customer relationship?
*Buying as an activity
*Customer processes
*Customer loyalty
*Customer loyalty programs
*Value for the customer-what is that?
*Create value in a customer relationship or in a transaction
*Services and division of work a possibility
*Customer profitability and earning logic
*CRM IT-system

Prerequisites and co-requisites

None, but good if the student has conducted a basic course in

Previous course names


Additional information

The course is in the first place intended for students in marketing
from the program in business at Arcada. In the second place it is
intended for students from the program in tourism at Arcada.

Recommended or required reading

Dyché, J. (2002): The CRM Handbook, A Business Guide to
Customer Relationship Management
Rosenbröijer, C-J. (2008/2009): Lecture material, ARCADA

Study activities

  • Lectures - 40 hours
  • Project- and production work/artistic activities - 50 hours
  • Individual studies - 50 hours


  • Total workload of the course: 140 hours
  • Of which autonomous studies: 140 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Participation in tuition

Assessment methods

  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio


Rosenbröijer Carl-Johan


Rosenbröijer Carl-Johan

Group size

No limit

Assignments valid until

Until date 2012-05-30

Assessment methods

  • Date will be announced later - Demonstrations and presentations
  • Date will be announced later - Reports and productions

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