The course is included in these curricula and study modules
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
Second
Recommended year of study
2
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
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
CRM assignment
Service Innovation assignment
Teacher
Rosenbröijer Carl-Johan
Examiner
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