4.1.3.3 AE64 Relationship Marketing Management in Hyvinkää

The convergence of computing and telecommunication technologies has completely transformed the basis by which relationships are established and maintained between enterprises, their markets and customers. In the Relationship Marketing Management studies third year students focus on the latest techniques which are of important value in the design, implementation and control of customer-focused, business to consumer marketing. COMPULSORY STUDIES 21 CR. AE644 Relationship Marketing Management  AE6440 Business Intelligence and Customer Research 3 ECTS CR Compulsory 2 CR  AE6441 Marketing Planning 4.5 ECTS CR Compulsory 3 CR  AE6442 Relationship Marketing 4,5 ECTS CR Compulsory 3 CR  AE6410 Marketing Law and Ethical Norms 3 ECTS CR Compulsory 2 CR  AE6412 Developing Customer Service and Personal Selling 3 ECTS CR Compulsory 2 CR  AE6420 Innovation and Learning in an Organization 3 ECTS CR Compulsory 2 CR  AE6443 Essentials in e-Business 4,5 ECTS CR Compulsory 3 CR  AE6430 International Marketing in a Small Business 3 ECTS CR Compulsory 2 CR  AE6444 Total Quality Environmental Management 3 ECTS CR Compulsory 2 CR

AE6440 Business Intelligence and Customer Research 2 CR

Objectives The student will be able to analyze competitive environment and customer values, needs, expectations, satisfaction and loyalty. Based on analysis, the student will be able to make decisions to improve company performance. Content Data Mining, Neural Networks, Customer Research and Analysis/ Information Handling and Analysis.

AE6441 Marketing Planning 3 CR

Objectives The student will be able to plan marketing programs and manage the four Ps in an international context. Content Management of Product Lines, Brands and Packaging. Designing Pricing Strategies and Programs. Selecting Marketing Channels. Managing Service Businesses. Designing of Integrated Marketing Communications. Managing of Advertising, Sales Promotion, and Public Relations.

AE6442 Relationship Marketing 3 CR

Objectives The student will be able to handle and develop relationships with its stakeholders using newest methods, tools and systems in relationship building. Content 30 Relationships within and outside an organization. Customer Relationship Management (CRM). One-to-One Marketing. Customer Profitability. Customer Retention.

AE6410 Marketing Law and Ethical Norms 2 CR

Objectives The student will be able to make correct judicial and ethical decisions in customer relationships. Content Marketing Law, Contracts, Rules and Regulations/Ethical Norms

AE6412 Developing Customer Service and Personal Selling 2 CR

Objectives The student will be able to develop a competitive customer service system and sales process Content Management of Customer Service and Communication in Service Situations/Internal Service/Sales Process and Personal Sell-ing/Performance Measurements/ Development of Personnel.

AE6420 Innovation and Learning in an Organization 2 CR

Objectives The student is able to develop organizational innovations and functionality to improve efficiency of organizational processes. Content Personnel as Resource/Developing Work Unit/Learning organization

AE6443 Essentials in e-Business 3 CR

Objectives The student will be able to understand the principles and motives in planning and developing an electronic business environment. Content Electronic Commerce Value Chain and Infrastructure, Security and Safety, Electronic Data Interchange, Corporate Networks, Internet, Technological Shifts, Payment Methods in the Net, Enterprise Resource Planning and CRM Tools.

AE6430 International Marketing in a Small Business 2 CR

Objectives The student will be able to plan, develop and implement international marketing program Content Gathering Information from International Markets/ Customer Survey/Buying behavior/International Marketing Strategies and Objectives/Comprehensive Customer-Oriented Marketing as Competitive Advantage/ International Marketing Communication/International Marketing Plan.

AE6444 Total Quality Environmental Management 2 CR

Objectives The student will be familiar with environmental and quality standards. He/she is able to understand the relationship between greenness, quality and profit margins. The student will be able to increase value to the customer through the TQEM-system. Content Integrated Environmental and Quality Systems and Management, Strategies, Objectives, Tools. Customer Process Connections and Performance Measurement. OPTIONAL STUDIES MINIMUM 14 CR.

AE7760 Retailing Management 2 CR

Objectives The student will be able to develop and improve consumer marketing processes and manage the supply chain Content Structure of Retail and Wholesale Trade/Relationship with Suppliers/Store Marketing/Location Decisions/Range and Assortment Decisions/Pricing/Marketing communication/ Development of Regular Customer Relationships/ Information Technology in Improving Consumer Marketing Processes

AE7761 International Human Resource Management 2 CR

Objectives The student will become familiar with human resource management in international business. Content Personnel Planning and Staffing, Training Activities, Compensation, Labor-Management Relations

AA7753 Finance in International Business 2 CR

Objectives The student will familiarize himself/herself with international financing/accounting principles. Content EU Directives on Financial Statements/IAS/USGAAP/ Reporting Procedures and International Financial State-ments/Harmonizing Financial Statements

AE7742 Brand Management 2 CR

Objectives The student will have abilities to build, develop and maintain a brand. Content Measuring Brand Value/Brand Identity/Brand Equity/ Branding Strategies

AE7762 Key Account Management 2 CR

Objectives The student will be able to develop and maintain profitable customer relationships with the most valuable key accounts. Content Customer Classification Methods, Customer Pyramids, Customer Needs and Wants, Marketing Cost Reduction.

AE7763 Enterprise Resource Planning (ERP)

Objectives The student will be able to manage internal business processes effectively. The student will be familiar with the common applications of ERP, like SAP/R3 and Siebel. Content ERP in e-Business, Supply Chain Management, Assignments in exploiting IT-tools.

AE7743 Planning and Implementing an Advertising Campaign 2 CR

Objectives The student will be able to manage both strategic and creative planning of marketing communication - targets of advertising research and modern marketing communication research methods. Content Media Forms/Inter and Intra Media Selection/Campaign Plan-ning/Advertising Research/Services of Advertising Agency

AE7745 Marketing of Services 2 CR

Objectives The student will be able to plan, develop, execute and follow up in service business. Content Nature of Service and Its Importance/Service Gap Model/ Management of Service Quality/Service Planning and Execution/Service Strategies

AE7747 Event Marketing - Case 2 CR

Objectives The student will be able to plan, organize, and analyze event marketing process both in international and domestic markets. Content Promotions, Trade Fairs, Exhibitions, SP- and PR-events, Planning, Budgeting, Financing, Follow-up

AE7749 Developing Public Services 2 CR

Objectives The student will be able to develop marketing activities for public services. Content Special Characteristics in Marketing of Public Services / Planning, Developing and Follow-up of Marketing Activities in a Public Organization

AE7751 Building a Web Site for a Small Business

Objectives The student will be able to prepare web pages for small organization. Content Choosing Web Site/Links/Planning/Preparing and Maintaining Web Pages.

AE7754 Doing Business in the EU 2 CR

Objectives The student will be able to understand special features of different target markets in the EU and will be able to utilize the information in organization decision making. Content Analysis and Evaluation of External Environment in EU Countries/EU Strategies and Action Plans.

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