MM-2-008

• Media management 2011 - Managing media businesses
• Media management 2012 - Managing media businesses

English

Compulsory

Second

2

5 cr

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

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

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

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

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

• 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
CRM assignment
Service Innovation assignment

Rosenbröijer Carl-Johan

Rosenbröijer Carl-Johan

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

No limit

Until further notice

Date will be announced later - Reports and productions