Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


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 within the media field could be seen as specifically important, i.e. Customer Relationship Management and Service Innovation. The aim of the course is to deepen the students understanding in: - 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 - service innovation

Learning outcomes

At the end of the course the student is expected to be able to: - understand the paradigm shift in marketing thinking and relate it to the media industry - 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 Introduction to Managing Media Businesses module 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 Guest lecture o Reflections on guest lecture, what did you learn? 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 three 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 Berry, L. and Parasuraman, A. (1991): Marketing Services – Competing through Quality, Free Press, New York Dyche, J. (2002): The CRM Handbook – A Business Guide to Customer Relationship Management, Addison-Wesley Grönroos, C. (2000): Service Management and Marketing – A Customer Relationship Management Approach, Wiley Gummesson, E. (2002): Relationsmarknadsföring: Från 4 P till 30 R, Liber Ekonomi Kotler, P. (2003): A Framework for Marketing Management, Prentice Hall Payne, A. (2006): Handbook of CRM, Achieving Excellence in Customer Management, Elsevier Ramdas, K., Teisberg, E. and Tucker, A.L. (2012): 4 Ways to Reinvent Service Delivery, Harvard Business Review, December 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 From Streched to Strengthened, Insights from the Global Chief Marketing Officer Study, Executive summary IBM, 2011

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


  • 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 CRM assignment Service Innovation assignment


Rosenbröijer Carl-Johan


Rosenbröijer Carl-Johan

Home page of the course


Group size

No limit

Assignments valid until

Until further notice

Assessment methods

Date will be announced later - Reports and productions

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