Table of contents

The course is connected to the following study programs

Teaching language

English

Recommended previous knowledge

MF-102 Marketing and MF-205 Consumer Behavior, or equivalent.

Learning outcomes

On successful completion of this course the students should be able to:

  • explain key concepts and models concerning relationship marketing
  • understand the concept of value and its relation to customer needs
  • understand the management of customer experience in companies
  • 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
  • analyse and evaluate an organization’s CRM practice

Contents

This course is about how to identify, acquire, retain, and develop relevant customer groups. The customer groups may 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 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.

Teaching and learning methods

Lectures and casework. Case solutions is to be submitted in writing and presented in class. Estimated workload is about 200 hours.

Examination requirements

Approved compulsory assignments, and presentation of these. More information in Canvas at the start of the semester.

Examinations

3-hour written exam under supervision. Assessment expression: letter grade, A-F.

Student evaluation

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.

Reduction of Credits

This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:

Course Reduction of Credits
MF-902 – Customer relationships and revenue management. 1.5
Last updated from FS (Felles studentsystem) Oct. 15, 2026 8:34:43 AM