Customer Competence in Aviation Business 1Laajuus (5 cr)

Learning objectives

The module is a part of basic studies in Porvoo Campus competency-based curriculum and advances the following competencies: e.g., customer understanding and service, understanding how to find and maintain customers, customer lifecycle, customer analysis, focus on customer behavior within the aviation industry. The module advances also communication and argumentation, active listening and rapport building and skillful communication. There are also other parallel implementations of this module with the same objectives yet with a different industry-specific focus.

Contents

The content of this course is:
Customer understanding and segmentation
Customer needs and expectations
Consumer behavior, buying, and decision-making processes
Customer Journey and Touchpoints
Customer Service in Aviation
Customer Relationship management
Basics of Marketing

Starting level and linkage with other courses

The module has no prerequisites. This module is linked with all the level 1 modules of the Campus curriculum. This module, offered in Semester 1, is part 1 of the upcoming module, offered in Semester 2, with a similar name. The module contents will be implemented through semester projects.

Implementation methods, demonstration and Work&Study

All competences are implemented in learning activities jointly with other modules. The methods used in the learning activities are e.g.:
Inquiry learning
Peer-to-peer learning
Tutorials
Study tours and company visits when possible
Lectures and workshops
Independent study and teamwork

If students have acquired the required competence in previous work tasks, recreational activities, or in other studies, they can show the competence with a demonstration and progress faster through their studies. Please contact the Study counselor about Prior Learning issues.

Assessment criteria - grade 1

The student understands how to find and maintain customers by choosing and using research and development methods when aided and guided by others. S/he has difficulties in evaluating different customer types and changing communication accordingly. S/he has a limited ability to recognize and follow customer needs as well as focus on customers' behavior. S/he is able to display only a poor level of customer orientation. The student participates in the project planning, implementation and evaluation with a minimal input. The student is able to operate only when the task and instructions are given and when s/he is aided by other students and the supervisors.

Assessment criteria - grade 3

The student understands how to find and maintain customers by choosing and using relevant research and development methods. S/he is able to evaluate customer types and change communication accordingly. S/he can recognise and follow customer needs as well as focus on customer experience. The student has a rather good ability to use different marketing communication channels. S/he is able display some level of customer orientation. The student participates in the project planning, implementation and evaluation independently and makes use of the advise available. The student is able to operate when the task and instructions are given.

Assessment criteria - grade 5

The student understands how to find and maintain customers by choosing and using relevant research and development methods. S/he is able to evaluate customer types and change communication accordingly. S/he can recognize and follow customer needs as well as focus on customer behavior in the Aviation environment. S/he knows the basics of marketing and is able to use different marketing communication channels. The student participates proactively and with goal-orientation in the project planning, implementation, and evaluation. The student is able to display an excellent customer-oriented mindset.

Assessment criteria, approved/failed

Grading 1 - 5 or approved/ failed

The assessment methods are defined in the implementation plans. The assessment methods may include:
Individual assignments
Group works
Project work
Final deliverables
Peer assessment
Commissioners’ assessment

Learning materials

Books on the content topics

E-books and online articles
Companies’ web-portals
Industry related reports and statistics
Relevant media, news agencies, quality press, etc.
Social networking tools
Instructors’ own materials, materials produced by students.

Further information

Connections to business life
When possible, company visits, also during covid guest lecturers and workshops in cooperation with different companies and organizations.