Customer Journey and Marketing Analysis 3B00CX07-3002

Customer Journey and Marketing Analysis

Code: 3B00CX07-3002

3 cr

Language of instruction: English

Course dates: 15.04.2019 - 02.05.2019

45.00 €

TAMK Main Campus, Tampere

Registration a minimum of two weeks before the beginning of the course.

Register for course

Open University of Applied Sciences

Course dates

15.04.2019 12:00 - 14:00
18.04.2019 11:00 - 14:00
24.04.2019 11:00 - 14:00
25.04.2019 11:00 - 14:00
29.04.2019 11:00 - 14:00
02.05.2019 14:00 - 17:00


This course is an independent continuation to the course Marketing in the Digital World. Contemporary digital marketing analytics tools are introduced in order to give the students basic skills in measuring the effectiveness of marketing actions. The students will also learn how to efficiently use information about customer needs and use experiences to develop customer relationships. It investigates the concepts of customer journey and value creation in the context of developing integrated marketing and enhancing customer experience.

After completing this course the students will be able to
• describe and use the concept of customer journey in analyzing
customer experience
• use some of the digital marketing analytics tools
• use the information to develop customer relationships and
marketing effectiveness


What is customer journey and how is it exploited in marketing planning?
What are the contents and meaning of value creation and customer experience in the context of customer relationships?
What kind of marketing analytics tools are available to measure and analyze marketing effectiveness?

Further information




Degree programme and study field

Degree Programme in International Business
Social Sciences, Business and Administration

Contact teaching group

The educational provision of the open UAS consists of degree programme courses. Contact teaching takes place either in degree student groups which have places reserved for open UAS students or in separate open UAS groups. Contact teaching of these studies is organised in degree student groups.

How to register?

Please register for the course you wish to take using the registration form provided at the top of this page. Submit the form two weeks before the beginning of the course at the latest. After that, you can contact the Open UAS Office (avoinamk@tamk.fi) to ask if there are any free places available.

Registration becomes binding 7 days before the beginning of the course. We will send an invitation to the email address you have given. The invitation will include detailed instructions about starting the studies.

TAMK’s degree students register through the student administration system, Pakki. They will be admitted if there are free places on the course. The studies are free of charge for degree students.

Payment terms

The payment term is 21 days net from the invoice date.

Cancellation terms

Registration becomes binding 7 days before the course begins. The study place has to be cancelled by contacting the Open UAS Office by email (avoinamk(at)tamk.fi). If cancelled later, the whole fee is charged. Please remember to cancel your registration in time if you cannot start the studies. It is never enough simply to inform a teacher that you wish to cancel your registration.

Updated 26.03.2019

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