MF-102 Marketing and MF-205 Consumer Behavior, or equivalent.
On successful completion of this course the students should be able to:
explain key concepts and models concerning relationship marketing
use knowledge of consumers to develop measures to attract and retain profitable customers
know the tools for customer relationship management, and how CRM systems can be used to increase knowledge about customers and identify key customer groups
develop a CRM vision and strategy, and show how CRM systems can be integrated into all levels of the enterprise
understand how a CRM vision and strategy can incorporate the United Nations’ Sustainable Development Goals
Analyze and evaluate an organizations Customer Relationship Management practice
This course is about how different customer groups respond to different stimuli such as price changes, product improvement, or new payment models. Students will learn about different tools for customer relationship management, and the focus of the course will be on the importance of knowing the customer's preferences and needs. Students will also learn about the use of customer databases to acquire knowledge about their own customer base, which in turn can be used to prepare various marketing initiatives to attract and retain profitable customers.
Lectures and casework. Case solutions is to be submitted in writing and presented in class. Estimated workload is about 200 hours.
Approved compulsory assignments, and presentation of these. More information in Canvas at the start of the semester.
Assessment methods and criteria
3-hour individual written examination. Letter grades.
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.