Course: Customer-centric marketing campaign credits: 10

Course code
CIVP26CCMC
Name
Customer-centric marketing campaign
Study year
2026-2027
ECTS credits
10
Language
English
Coordinator
L. Dijkstra
Modes of delivery
  • Lecture
  • Tutorial
Assessments
  • Customer-centric marketing campaign - Other assessment

Learning outcomes

Learning Outcomes

 

LOL2: Creating Shared Value Based on the commercial and/or social direction of an organisation, the Marketing Management student develops well-founded solutions that create sustainable value for customers, the organisation, and society.
Level 1: The beginning Marketing Management professional contributes to value creation for customers, the organisation, and society by identifying simple innovation opportunities. The student understands basic principles of value creation and translates these into concrete, reasoned ideas for an organisation.
LOL4: Executing Marketing Activities The Marketing Management professional carries out marketing activities competently and effectively, in line with an organisation’s commercial and/or social strategy, and in coordination with internal and external stakeholders. In doing so, the professional applies effective communication skills and up-to-date knowledge of digital technologies.
Level 1: The beginning Marketing Management professional carries out operational marketing activities in a simple and structured context, based on a given strategy. The student applies basic knowledge and skills in areas such as sales communication and digital marketing tools. The activities are adapted to the target group using insights from the internal and external environment. The student creates a simple implementation plan and takes responsibility for the execution and basic evaluation of the activities.
LOL5: Conducting Research The Marketing Management professional formulates research questions and conducts research and analyses in a well-substantiated and transparent manner to generate new and valuable insights, ideas, and opportunities.
Level 1: The beginning Marketing Management professional formulates simple research questions and shows curiosity by actively seeking information. The student applies basic research methods and designs simple research instruments. Relevant data are collected, analysed at a basic level, and clearly reported, so the results can support the development of ideas and opportunities.
LOL6: Collaborating Across Contexts The Marketing Management professional collaborates effectively with others within and outside the organisation, including across sectors, to contribute to organisational goals and address complex challenges. The professional applies communication and interpersonal skills while recognising and valuing diverse perspectives and strengths.
Level 1: The beginning Marketing Management professional collaborates with others within the study programme to solve clearly defined and simple problems. The student communicates clearly, takes different perspectives into account, and contributes to achieving agreed goals and tasks.
LOL7: Taking Ownership of Professional Development The Marketing Management professional reflects on their strengths, motivations, attitudes, interests, and ambitions, and actively works on their ongoing professional and personal development.
Level 1: The beginning Marketing Management professional reflects on their learning process and initial professional development within the commercial field. The student explores different professional roles, tasks, and skills, and identifies personal interests and talents. The student is open to feedback and new experiences, reflects on strengths and areas for improvement, and formulates initial ideas about future ambitions and next learning steps.

 

Content

Content
This module links the theory of digital customer experience and ethics to practical marketing applications. You will develop a customer-centric marketing communication campaign for a specific company or brand.

You will translate company goals into SMART marketing communication objectives (Specific, Measurable, Achievable, Relevant, and Time-bound), define target audiences and customer segments, and develop a well-supported persona. Based on this persona, you will map the customer journey, identify key touchpoints, and design an omnichannel content strategy that aligns with the company’s brand identity.

Alongside the project work, you will learn how to work effectively with people from different backgrounds and contexts. You will reflect on your individual strengths, attitudes, motivations, and ambitions in order to contribute effectively to your group.

Literature/study materials
See Brightspace or intranet.

 

Included in programme(s)

School(s)

  • Entrepreneurship, Communication & Marketing
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