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, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

18.08.2025 - 10.10.2025
Groups
- EVENING
- CONTACT
- BLENDED
- YAMK1MSC
Teachers

Kevin Gore

Seats

31 - 60

Degree Programme

LUJOM Liiketoiminnan uudistamisen ja johtamisen koulutus

R&D proportion

0.00 cr

Virtual proportion

2.00 cr

Evaluation scale

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

Pasila Campus

Teaching language

English

Timing

18.08.2025 - 10.10.2025

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

1.00 cr

Evaluation scale

H-5
Leading Customer Centricity in Marketing, Sales and Communication COM701AS3YE-3002 12.01.2026-13.03.2026 5 op (YAMK1MSCE, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

12.01.2026 - 13.03.2026
Groups
- YAMK1MSCE
- 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

2.00 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

1.00 cr

Evaluation scale

H-5
Show all (4) Hide

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.

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.