Uusi opinto-opas (sisältäen myös opetusohjelmat) lukuvuodelle 2018-2019 sijaitsee osoitteessa https://opas.peppi.utu.fi . Tältä sivustolta löytyvät enää vanhat opinto-oppaat ja opetusohjelmat.

The new study guide (incl. teaching schedules) for academic year 2018-2019 can be found at https://studyguide.utu.fi. This site contains only previous years' guides.

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Arkistoitu opetussuunnitelma 2013–2014
Selaamasi opetussuunnitelma ei ole enää voimassa. Tarkista tiedot voimassa olevasta opetussuunnitelmasta.
MA033021 MAS3 Customer Relationship Management 6 op
Organised by
Person in charge
Mekhail Mustak
Preceding studies
Preceding studies on marketing are required. Courses taken on business-to-business marketing, services marketing or relationship marketing are recommended.

Learning outcomes

The aim of this course is to introduce customer relationship management to the students and extend their theoretical knowledge on this subject, and also to familiarize them with its applications and technological aspects.
After completing the course, the students:
- understand the connection between relationship marketing as a theoretical paradigm and customer relationship management as its operational application
- understand why firms implement CRM, and its possible consequences
- know CRM from both strategy and process perspectives
- become familiar with the technological aspects related to successful implementation and usage of CRM


Once considered as just a managerial tool, Customer Relationship Management (CRM) has evolved into a customer-focused philosophy which permeates the entire organization. The course focuses on CRM from the firm’s perspective, and concentrates on its theoretical foundations, strategic and process related aspects, and practical applications with technological details.
Through independent reading of study materials, students familiarize themselves with the relationship thinking, and the methods and tools used for the development and management of customer relationships. Students who are interested to further broaden their knowledge on business networks are recommended to take the course ‘MAS14 Business-to-business Relationships and Networks’ too.

Teaching methods

No lectures. Self-preparation by the student based on the course guideline available in Moodle. No registration is required for the course. Students should register only for the final examination and will receive grade based on that examination.


Numeric 0-5.

Recommended year of study

4th or 5th Year, I–IV period (the course is open around the year)

Study materials

  1. Buttle, Francis. Customer Relationship Management – Concepts and Tools. Elsevier, Butterworth-Heinemann 2012. (Electronic book. Selected chapters).
  2. Payne, Adrian. Handbook of CRM. Achieving excellence in customer management. Oxford, Butterworth-Heinemann 2006. (Selected chapters).
  3. Collection of articles.

Further information

Please check Moodle for detailed information on study materials, and guidelines for preparation and final examination.

Belongs to following study modules

Markkinoinnin ja kansainvälisen liiketoiminnan laitos
Markkinoinnin ja kansainvälisen liiketoiminnan laitos
Turun kauppakorkeakoulu
Archived Teaching Schedule. Please refer to current Teaching Shedule.
Implementation details are unavailable.
Markkinoinnin ja kansainvälisen liiketoiminnan laitos