YMAA3170 Managing Customer Relationships with Digital Marketing (5 cr)

Study level:
Intermediate studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2017-2018, 2018-2019, 2019-2020



This course introduces the students with the basic and applied principles and concepts of customer relationship management (CRM) in digital environment. The course introduces the students a four phase framework of CRM: 1) Customer acquisition, 2) Growing the value of the customer base , 3) Interacting with customers using digital channels, and 4) Managing digital marketing and sales strategy.
-Customer Relationship Management (CRM) strategy in Digital Environment
-Digital customer experience
-Social CRM
-Customer acquisition and identification
-Interaction in customer relationship communication
-Customer loyalty
-Management of different digital relationships
-Organizational issues in CRM

Completion methods

Lectures 24 hours, classroom discussions, a written assignment to be completed after the course

Assessment details

Active participation in the lectures and writing an analysis of the articles and cases.

Learning outcomes

On successful completion of this course, student is able to:
-Classify different phases of customer relationship management (CRM) strategy
-Plan, implement and analyze CRM strategies especially in digital environments
-Explain the basic functions of various software used in managing relationships
- Explain the characteristics of various digital marketing tactics

Additional information

Article package distributed to the students one week before the lectures

Description of prerequisites

Article package distributed to the students one week before the lectures

Study materials

Articles and cases announced by the instructors.

Completion methods

Method 1

Select all marked parts
Parts of the completion methods

Teaching (5 cr)

Participation in teaching
Grading scale:
No published teaching