Asiakaslähtöinen tuloksellinen markkinointi
Asiakaslähtöinen tuloksellinen markkinointi is a course in the Markkinoinnin johtaminen program that can also be taken as a standalone program.
Asiakaslähtöisyys markkinoinnissa -module explores the current state of marketing, its challenges, and future trends. During the module, we will explore value creation from a customer-centric perspective using digital methods, as well as how marketing should function in a business-driven manner as the engine of sales and marketing. Additionally, the course covers the comprehensive utilization of various information and data sources in marketing.
The goal of the course is to provide concrete tools for developing the customer experience and exerting a more effective influence throughout the entire customer journey—from the purchase decision to the moment of use—in the era of AI-driven marketing.
Please note that this program will be delivered in Finnish.
Benefits
In the Asiakaslähtöinen tuloksellinen markkinointi program, you’ll gain the tools to enhance the customer experience and drive greater impact throughout the entire customer journey.
“An excellent addition to my own skills, with a well-designed program structure and teaching sessions. It was also great to meet the other participants and receive peer support from them.”
“Overall, the course is excellent. The instructors are truly knowledgeable. It was great that the instructors were experts from a wide range of fields. It’s great that the participants came from different industries, which allowed us to gain perspectives from various fields. The staff kept everything under control throughout the entire training.”
Participant feedback on the program
For
For marketing directors and managers who want to develop their consumer-oriented marketing skills and strengthen marketing’s strategic role as a driver of business growth.
The training is suitable for marketing managers, sales and communications managers, and specialists who want to build a customer-oriented marketing strategy while utilizing the latest digital opportunities. Marketing management is covered from both a strategic and tactical perspective.
Contents and Schedule
The concept of results-oriented marketing encompasses how marketing objectives are aligned with business objectives, as well as the development of a comprehensive set of marketing metrics.
Structure:
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1.5-day in-person training session: October 26, 2026, 13:00–16:30, and October 27, 2026, 9:00–16:00
Key topics of the session:
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Customer experience management and customer insight
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Tools for customer experience management
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Marketing technologies and data utilization
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The role of artificial intelligence in developing and managing the customer experience
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Marketing effectiveness
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Business vs. marketing objectives
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Marketing metrics
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Planning measurable marketing initiatives
Instructors
Juho-Petteri Huhtala
Juho-Petteri Huhtala (D.Sc. (Econ.) works as a researcher and lecturer at the Department of Marketing, Aalto University School of Business.
Huhtala is an expert in business models, business design, and product and service development. His research focuses on developing artificial intelligence technologies at the interfaces of marketing and sales and both managing and measuring customer experience.
Over the past ten years, Huhtala has been involved in several large-scale research projects, e.g., the B2BAI project, which aims at B2B technological artificial breakthroughs. Previously, he has studied the evolution of business models in mature industries (especially media and telecommunications), among other things.
Huhtala is currently an academic leader in the interdisciplinary B2BAI research project. In addition to academic research, Huhtala has been the CEO of NIBS think tank (https://www.nibs.fi/) since 2018. Huhtala trains and coaches managers and experts in several of Aalto EE's open and company-tailored programs. Topics include but are not limited to, business design, service design tools, business models, and productization.
In the autumn of 2017, Huhtala defended his doctoral dissertation at the Department of Marketing at Aalto University. The research topic was "Essays on Innovation Management and Organizational Effectiveness."
Antti Vassinen
Professor of Practice Antti Vassinen is an expert in strategic marketing and marketing performance management, combining an academic research and teaching background with broad practical domain knowledge and leadership experience.
He specializes in the measurability, impact, and accountability of marketing. This comprises advanced analytics, effective KPI frameworks, data & digital transformation, investment optimization, and the role of creative and media in marketing performance.
With over 20 years of practical experience in data-driven marketing and digital communications, Dr. Vassinen has carried out hundreds of strategy and development client cases in both technology and business roles, supplemented by extensive executive and specialist training experience.
Most recently, he’s served as Director and Head of Marketing Science at Omnicom Media Group (Helsinki), one of the world’s largest media agency networks (NYSE:OMG), and as Data & Media Director at Perfect Fools (Stockholm), an award-winning boutique creative agency. Currently, he is a partner at Zeal Sourcing, a regional consultancy specialized in sourcing external marketing and IT services for enterprise clients. He is a former startup entrepreneur and co-author of a best-selling strategic marketing textbook.
As Professor of Practice at Aalto's Department of Marketing, Dr. Vassinen’s current research topics are (1) the value for consumers and advertisers of privacy in digital services and (2) novel decision tools for managing marketing investment portfolios.
Vassinen holds a doctorate in marketing from Aalto University School of Business and a master's in industrial engineering and management from Aalto University School of Science.
Program Fee and Registration
Markkinoinnin johtaminen -ohjelman itsenäiset opintojaksot
Voit valintasi mukaan osallistua koko Markkinoinnin johtaminen -ohjelmaan, joka sisältää kaikki neljä opintojaksoa tai ilmoittautua erillisille opintojaksoille:
