Leading Customer Centricity in Marketing, Sales and Communication - COM701AS3YE - Opinto-opas

Leading Customer Centricity in Marketing, Sales and Communication, 5 cr - COM701AS3YE

Upcoming implementations

Leading Customer Centricity in Marketing, Sales and Communication COM701AS3YE-3001 18.08.2025-10.10.2025 5 op (EVENING, ...) +-
Teaching methods and instruction

Contact

Learning material and recommended literature

All course material is provided in Moodle.

Campus

Pasila Campus

Exam dates and re-exam possibilities

A multiple choice exam will take place in the last week of the course in Moodle.

Teaching language

English

Internationality

Learning materials are derived from international and English language sources.

Timing

18.08.2025 - 10.10.2025

Learning assignments

Learning assignments will be announced in the beginning of the course in Moodle. Assignments are assessed individually even if they are part of a team project.

Enrollment

11.08.2025 - 15.08.2025
Groups
- EVENING
- CONTACT
- BLENDED
- YAMK1MSC
Alternative learning methods

Recognition of prior learning in accordance with the instructions on Haaga-Helia's student pages.

Teachers

Kevin Gore

Seats

31 - 60

Further information

Exam
Assignments

Degree Programme

LUJOM Liiketoiminnan uudistamisen ja johtamisen koulutus

R&D proportion

0.00 cr

Virtual proportion

2.50 cr

Evaluation scale

H-5
Leading Customer Centricity in Marketing, Sales and Communication COM701AS3YE-3003 18.08.2025-10.10.2025 5 op (AVOINAMK, ...) +-
Teaching methods and instruction

Online course in English

Learning material and recommended literature

Lectures in Moodle
Literature and additional learning material will be presented when the course starts

Campus

Pasila Campus

Exam dates and re-exam possibilities

Will be informed when the course starts

Teaching language

English

Timing

18.08.2025 - 10.10.2025

Learning assignments

Will be informed when the course starts

Enrollment

01.01.2024 - 01.01.2024

Content scheduling

Online sessions on Tuesday nights during the 1st period
Groups
- AVOINAMK
- EVENING
- AVOINMASTERS
- BLENDED
- ONLINE
Teachers

Leena Korttilalli

Seats

15 - 60

Degree Programme

AVO Avoin ammattikorkeakoulu

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Leading Customer Centricity in Marketing, Sales and Communication COM701AS3YE-3002 12.01.2026-13.03.2026 5 op (YAMKE1MSC, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

12.01.2026 - 13.03.2026
Groups
- YAMKE1MSC
- EVENING
- CONTACT
- BLENDED
Teachers

Kevin Gore

Seats

31 - 60

Degree Programme

LUJOM Liiketoiminnan uudistamisen ja johtamisen koulutus

R&D proportion

0.00 cr

Virtual proportion

2.50 cr

Evaluation scale

H-5
Leading Customer Centricity in Marketing, Sales and Communication COM701AS3YE-3004 23.03.2026-15.05.2026 5 op (AVOINAMK, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.03.2026 - 15.05.2026

Enrollment

01.01.2024 - 01.01.2024
Groups
- AVOINAMK
- EVENING
- AVOINMASTERS
- BLENDED
- ONLINE
Teachers

Leena Korttilalli

Seats

15 - 60

Degree Programme

AVO Avoin ammattikorkeakoulu

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
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Current implementations

No ongoing implementations yet.

Past implementations

No past implementations yet.

The aim of this course is to develop an understanding of customer-centricity as a strategic approach in marketing, sales, and communication within a dynamic and digitalized business environment.

Upon completion of the course, students will:
• Understand the principles of customer-centric marketing, sales, and communication.
• Analyze consumer behavior theories and their relevance to customer-centricity.
• Use consumer insights from various studies to inform marketing, sales, and communication strategies.
• Examine the impact of digitalization and social media on consumer behavior.
• Develop comprehensive strategies that align with customer needs and behaviors.
• Strengthen academic writing and information-searching skills as preparation for further coursework.

Key Themes
• Customer-centric strategy and business impact
• Consumer behavior and decision-making processes
• Impact of digitalization and social media on consumer behavior
• Integrating marketing, sales, and communication for customer experience
• Academic writing and information searching in marketing and communication studies

Evening Contact Blended
Blended Online

Learning materials are provided by the instructor and available in Moodle.

A customer-centric organization prioritizes understanding and meeting customer needs to drive sustainable business success. In today’s competitive landscape, businesses must integrate marketing, sales, and communication efforts to deliver value at every touchpoint. This course explores how organizations can embed customer-centricity into their strategies, leveraging consumer insights from various studies to foster long-term customer relationships.

This modularly structured course combines theoretical foundations with applied learning, allowing students to analyze real-world cases and develop actionable strategies. A significant focus will be placed on consumer behavior, examining psychological and behavioral drivers of decision-making and their impact on customer engagement and loyalty. The course will also explore the impact of digitalization and social media on consumer behavior, analyzing how online platforms shape customer expectations, purchasing decisions, and brand interactions. In addition to traditional consumer behavior research, students will examine digital consumer insights and the role of real-time data in shaping marketing, sales, and communication strategies.

Additionally, this course serves as foundational preparation for further studies in the master’s degree program by honing students’ academic writing and information-searching skills. Through assignments and discussions, students will strengthen their ability to critically evaluate sources and articulate insights in a structured academic format. Last, but certainly not least, the widespread fascination with human behavior and its investigation will hopefully draw people to the course from different backgrounds, thus rendering an interculturally diverse learning environment, which will further deepen our learning.

This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

The student demonstrates satisfactory competence in relation to the course learning objectives. The student identifies some of the theories, perspectives and concepts presented in the course. The student weakly identifies their implications for practice.

The student demonstrates good competence in relation to the course learning objectives. The student has good command of the theories, perspectives and concepts presented in the course. The student is able to analyze their implications for practice.

The student demonstrates excellent competence in relation to the course learning objectives. The student profoundly masters theories, perspectives and concepts presented in the course. The student critically and thoroughly applies the concepts and theories learned in the course to analyze and create solutions for practical work situations.