Customer Insight and Marketing - MAR001HH1AE - Opinto-opas

Customer Insight and Marketing, 5 cr - MAR001HH1AE

Upcoming implementations

Customer Insight and Marketing MAR001HH1AE-3033 01.08.2023-24.11.2023 5 op +-

Campus

Mondragon

Teaching language

English

Timing

01.08.2023 - 24.11.2023

Teachers

Kevin Gore

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3034 21.08.2023-17.05.2024 5 op (DEMO) +-
Responsible person

Taija Ihamäki

Teaching language

English

Timing

21.08.2023 - 17.05.2024

Enrollment

15.11.2021 - 15.11.2021
Groups
- DEMO
Teachers

Sari Haavisto

Seats

1 - 100

Degree Programme

RESTO Restonomi

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3032 21.08.2023-15.12.2023 5 op (ABE1PC1, ...) +-
Campus

Porvoo Campus

Teaching language

English

Timing

21.08.2023 - 15.12.2023

Enrollment

14.08.2023 - 18.08.2023
Groups
- ABE1PC1
- CONTACT
- EXCH
Teachers

Jemina Kinnari

Seats

15 - 50

Degree Programme

AVIBBA Aviation Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3016 21.08.2023-15.12.2023 5 op (CONTACT, ...) +-
Teaching methods and instruction

Contact classes on Tuesdays 11-13:45
Demonstration
Work&Study

Learning material and recommended literature

Books:
Baines, P., Rosengren, S., Antonetti, P., & Whitehouse, S. 2021. Fundamentals of marketing. Oxford University Press.
Tiffany, J. 2021. Marketing strategy: Overcome common pitfalls and create effective marketing. KOGAN PAGE.
Bull, R. C. 2010. Moving from project management to project leadership: A practical guide to leading groups. CRC Press.
Buttle, F. & Maklan, S. 2019. Customer relationships management. Concepts and Technologies. 4th edition. Routledge.

Additional recommended Audiobooks:
Blake, M. 2021. The Customer for the Future
Konnor, A. 2020. Customer Success

Articles and other reading tips are given by the lecturer

Other materials provided during the Semester according to the subject at hand

Working life connections

visitors guests from the worklife

Campus

Porvoo Campus

Exam dates and re-exam possibilities

no exam

Teaching language

English

Timing

21.08.2023 - 15.12.2023

Learning assignments

Individual assingments Group assignments Failed / passed assignment

Enrollment

14.08.2023 - 18.08.2023

Content scheduling

Tuesdays at 11-13.45
Groups
- CONTACT
- DBAE1PC1
- EXCH
Alternative learning methods

Demonstration
W&S

Teachers

Jemina Kinnari

Seats

15 - 50

Further information

Assessment criteria - grade 1
The student knows 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 recognise and follow customer needs as well as focus on customer 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 5
The student can find and maintain customer relationships 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 behavior. The student participates proactively and with goal-orientation in the project planning, implementation and evaluation. The student displays excellent customer oriented mindset and is able to develop business in a responsible manner.

Course grading from 1-5
Some assignments passed/failed

Degree Programme

DIGIBBA Digital Business Innovations

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3020 21.08.2023-15.12.2023 5 op (NONSTOP, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

21.08.2023 - 15.12.2023

Enrollment

01.01.2022 - 01.01.2022
Groups
- NONSTOP
- AVOINAMK
- ABE1PC2_OP
- VIRTUAL
- INSTRUCTED
Teachers

Anna Vähäsalo, Anu Seppänen

Seats

30 - 100

Degree Programme

AVO Avoin ammattikorkeakoulu

Virtual proportion

5 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3027 21.08.2023-01.12.2023 5 op (FH23S, ...) +-
Campus

Vierumäki Campus

Teaching language

English

Timing

21.08.2023 - 01.12.2023

Enrollment

01.01.2023 - 01.01.2023
Groups
- FH23S
- VIRTUAL
- NONSTOP
Teachers

Kevin Gore, Veera Nguyen

Seats

15 - 100

Degree Programme

COACH Sports Coaching and Management

Virtual proportion

5 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3030 13.10.2023-15.12.2023 5 op (ITE3PADIG1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

13.10.2023 - 15.12.2023

Enrollment

29.05.2023 - 05.06.2023
Groups
- ITE3PADIG1
- CONTACT
- ITE3PAICI1
- ITE3PASOF1
- ITE3PAICB1
Teachers

Leena Korttilalli

Seats

15 - 40

Degree Programme

ITBBA Business Information Technology

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3023 23.10.2023-15.12.2023 5 op (IBE1PA2, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.10.2023 - 15.12.2023

Enrollment

14.08.2023 - 20.10.2023
Groups
- IBE1PA2
- CONTACT
Teachers

Veera Nguyen

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3024 23.10.2023-15.12.2023 5 op (IBE1PA3, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.10.2023 - 15.12.2023

Enrollment

14.08.2023 - 20.10.2023
Groups
- IBE1PA3
- CONTACT
Teachers

Veera Nguyen

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3026 23.10.2023-15.12.2023 5 op (IBEB1PA1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.10.2023 - 15.12.2023

Enrollment

14.08.2023 - 20.10.2023
Groups
- IBEB1PA1
- EVENING
- CONTACT
- BLENDED
Teachers

Kevin Gore

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3022 23.10.2023-15.12.2023 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.10.2023 - 15.12.2023

Enrollment

14.08.2023 - 20.10.2023
Groups
- CONTACT
- IBE1PA1
Teachers

Timo Rima

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3028 30.10.2023-15.12.2023 5 op (COACH23SVI, ...) +-
Teaching methods and instruction

- 4-6 lectures on customer insight and marketing
- Tiirismaa English school sport activity day
- Creating marketing plan

Responsible person

Teemu Lehmusto

Learning material and recommended literature

Material on Moodle

Working life connections

- Co-operation with Tiirismaa English school - International sports federations

Campus

Vierumäki Campus

Exam dates and re-exam possibilities

-

Teaching language

English

Internationality

Student will work in an international environment

Timing

30.10.2023 - 15.12.2023

Learning assignments

- Customer persona assignment - Tiirismaa event plan - Marketing plan

Enrollment

14.08.2023 - 27.10.2023

Content scheduling

31.10. - 16.12.2022
Groups
- COACH23SVI
- CONTACT
Alternative learning methods

- Customer persona (15%)
- Tiirismaa activity day (15%)
- Written marketing plan (50%)
- Presentations (20%)

Teachers

Tomi Paalanen, Lauri Karhu

Seats

15 - 30

Degree Programme

COACH Sports Coaching and Management

Evaluation scale

H-5
Show all (12) Hide

Current implementations

Customer Insight and Marketing MAR001HH1AE-3011 22.05.2023-31.07.2023 5 op (KESÄ2023, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

22.05.2023 - 31.07.2023

Enrollment

02.01.2023 - 19.05.2023
Groups
- KESÄ2023
- VIRTUAL
Teachers

Johanna Förnäs

Seats

15 - 40

Degree Programme

ITBBA Business Information Technology

Virtual proportion

5 cr

Evaluation scale

H-5

Past implementations

Customer Insight and Marketing MAR001HH1AE-3004 16.01.2023-19.05.2023 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

16.01.2023 - 19.05.2023

Enrollment

09.01.2023 - 13.01.2023
Groups
- CONTACT
- IBE1PA1
Teachers

Kevin Gore, David Duncombe

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3006 27.03.2023-19.05.2023 5 op (CONTACT, ...) +-
Teaching methods and instruction

Contact hours, interactive lectures

Learning material and recommended literature

Solomon, M. 2020. 13th ed. Consumer Behavior: Buying, Having, and Being. Pearson. E-book or printed.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing (17 e. Global edition.). Pearson. E-book or printed.

Working life connections

Case examples from business life.

Campus

Haaga Campus

Exam dates and re-exam possibilities

3 Moodle quizzes that are to be taken during the course

Teaching language

English

Internationality

Students from Haaga-Helia partner university in Mexico, Universidad Mondragon, will join some of the sessions

Timing

27.03.2023 - 19.05.2023

Learning assignments

- Group work about Customer insight - 3 Moodle quizzes - Group work about Marketing mix 7P

Enrollment

02.01.2023 - 24.03.2023

Content scheduling

Contact hours on Mondays and Wednesdays at 11.00 - 13.45 on Haaga Campus. The course starts March 27th and ends May 17th.
Groups
- CONTACT
- REE2HA1
Alternative learning methods

Recognition of prior learning, demonstration of competencies regarding the course subjects

Teachers

Kevin Gore, Sonja Haaksluoto

Seats

15 - 40

Degree Programme

EXPER Hospitality and Tourism Experience Management

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3014 16.01.2023-19.05.2023 5 op (NONSTOP, ...) +-
Teaching language

English

Timing

16.01.2023 - 19.05.2023

Enrollment

01.01.2022 - 01.01.2022
Groups
- NONSTOP
- AVOINAMK
- FH23K
- AVO22KMODULE
- VIRTUAL
- AVO23KMODULE
Teachers

Kevin Gore, Veera Nguyen

Seats

15 - 100

Degree Programme

AVO Avoin ammattikorkeakoulu

Virtual proportion

5 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3015 22.08.2022-19.05.2023 5 op (DEMO) +-
Responsible person

Taija Ihamäki

Teaching language

English

Timing

22.08.2022 - 19.05.2023

Enrollment

15.11.2021 - 15.11.2021
Groups
- DEMO
Teachers

Sari Haavisto

Seats

1 - 100

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3009 16.01.2023-17.03.2023 5 op (CONTACT, ...) +-
Campus

Porvoo Campus

Teaching language

English

Timing

16.01.2023 - 17.03.2023

Enrollment

09.01.2023 - 13.01.2023
Groups
- CONTACT
- REE1HA1
- REE1PC1
Teachers

Sari Auranen

Seats

15 - 40

Degree Programme

STEM Sustainable Tourism and Event Management

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3002 22.08.2022-16.12.2022 5 op (IBE1PA2, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

22.08.2022 - 16.12.2022

Enrollment

15.08.2022 - 19.08.2022
Groups
- IBE1PA2
- CONTACT
Teachers

Ville Lahtinen, Jemina Kinnari, Sari Haavisto

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3003 22.08.2022-16.12.2022 5 op (IBE1PA3, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

22.08.2022 - 16.12.2022

Enrollment

15.08.2022 - 19.08.2022
Groups
- IBE1PA3
- CONTACT
Teachers

Kevin Gore, David Duncombe

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3005 24.10.2022-16.12.2022 5 op (IBEB1PA1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

24.10.2022 - 16.12.2022

Enrollment

15.08.2022 - 21.10.2022
Groups
- IBEB1PA1
- EVENING
- BLENDED
Teachers

Kevin Gore

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3001 22.08.2022-16.12.2022 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

22.08.2022 - 16.12.2022

Enrollment

15.08.2022 - 19.08.2022
Groups
- CONTACT
- IBE1PA1
Teachers

Sari Haavisto

Seats

15 - 40

Degree Programme

INTBBA International Business

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3008 22.08.2022-16.12.2022 5 op (CONTACT, ...) +-
Teaching methods and instruction

Contact classes on Tuesdays 11-13:45
Demonstration
Work&Study

Learning material and recommended literature

Books:
Baines, P., Rosengren, S., Antonetti, P., & Whitehouse, S. 2021. Fundamentals of marketing. Oxford University Press.
Tiffany, J. 2021. Marketing strategy: Overcome common pitfalls and create effective marketing. KOGAN PAGE.
Bull, R. C. 2010. Moving from project management to project leadership: A practical guide to leading groups. CRC Press.
Buttle, F. & Maklan, S. 2019. Customer relationships management. Concepts and Technologies. 4th edition. Routledge.

Additional recommended Audiobooks:
Blake, M. 2021. The Customer for the Future
Konnor, A. 2020. Customer Success

Articles and other reading tips are given by the lecturer

Other materials provided during the Semester according to the subject at hand

Working life connections

visitors guests from the worklife

Campus

Porvoo Campus

Exam dates and re-exam possibilities

no exam

Teaching language

English

Timing

22.08.2022 - 16.12.2022

Learning assignments

Individual assingments Group assignments Failed / passed assignment

Enrollment

15.08.2022 - 19.08.2022

Content scheduling

Tuesdays at 11-13.45
Groups
- CONTACT
- DBAE1PC1
Alternative learning methods

Demonstration
W&S

Teachers

Jemina Kinnari

Seats

15 - 40

Further information

Assessment criteria - grade 1
The student knows 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 recognise and follow customer needs as well as focus on customer 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 5
The student can find and maintain customer relationships 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 behavior. The student participates proactively and with goal-orientation in the project planning, implementation and evaluation. The student displays excellent customer oriented mindset and is able to develop business in a responsible manner.

Course grading from 1-5
Some assignments passed/failed

Degree Programme

DIGIBBA Digital Business Innovations

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3010 24.10.2022-16.12.2022 5 op (BLENDED, ...) +-
Campus

Vierumäki Campus

Teaching language

English

Timing

24.10.2022 - 16.12.2022

Enrollment

15.08.2022 - 21.10.2022
Groups
- BLENDED
- ONLINE
- FH22S
Teachers

Sari Haavisto, David Duncombe

Seats

15 - 40

Degree Programme

COACH Sports Coaching and Management

Virtual proportion

5 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3012 31.10.2022-16.12.2022 5 op (COACH22SVI, ...) +-
Teaching methods and instruction

- 4-6 lectures on customer insight and marketing
- Tiirismaa English school sport activity day
- Creating marketing plan

Responsible person

Teppo Rantala

Learning material and recommended literature

Material on Moodle

Working life connections

- Co-operation with Tiirismaa English school - International sports federations

Campus

Vierumäki Campus

Exam dates and re-exam possibilities

-

Teaching language

English

Internationality

Student will work in an international environment

Timing

31.10.2022 - 16.12.2022

Learning assignments

- Customer persona assignment - Tiirismaa event plan - Marketing plan

Enrollment

15.08.2022 - 28.10.2022

Content scheduling

31.10. - 16.12.2022
Groups
- COACH22SVI
- CONTACT
Alternative learning methods

- Customer persona (15%)
- Tiirismaa activity day (15%)
- Written marketing plan (50%)
- Presentations (20%)

Teachers

Tomi Paalanen, Manu Kangaspunta

Seats

20 - 30

Degree Programme

COACH Sports Coaching and Management

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3013 22.08.2022-16.12.2022 5 op (NONSTOP, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

22.08.2022 - 16.12.2022

Enrollment

13.06.2022 - 18.11.2022
Groups
- NONSTOP
- AVOINAMK
- VIRTUAL
Teachers

Kevin Gore, Tuula Ryhänen, Ville Lahtinen, Veera Nguyen

Seats

15 - 100

Degree Programme

AVO Avoin ammattikorkeakoulu

Virtual proportion

5 cr

Evaluation scale

H-5
Show all (13) Hide

After having completed this course or attained an equivalent competence level, the student
- Can define basic concepts and processes of marketing
- Can describe customer-centric orientation, brand and service promises
- Knows how to utilise different sources and channels to find information that supports global customer understanding
- Can describe customer needs and customer journeys
- Can recognise the importance of cultural background in developing customer insights
- Knows how to recognise competitive means of marketing and can apply them in an ethical, responsible and sustainable manner

- Comprehensive understanding of consumer behavior and customer-related data to draw customer insights
- Comprehensive and in-depth coverage of the Marketing Mix/4Ps (Product, Price, Place, Promotion), and extended to the 7Ps (People, Physical Evidence & Processes) to develop a holistic marketing strategy

Contact
Blended
Virtual Nonstop

If you have acquired the required competence in previous work tasks, recreational activities or on another course, you may show the competence with a demonstration and progress faster through your studies. More information and instructions for RPL are available in MyNet and in the implementation plan.

You can also obtain the required competence through Work & Study, in which you complete the course through the agreed upon and verified work tasks that meet the course requirements. More information and instructions for Work & Study are available in MyNet and in the implementation plan.

All learning materials are located in the Moodle platform. They include presentations, tasks, assignments, case studies, articles, videos and quizzes.

The consumer behavior section of the course is based on the following:
Solomon, M. 2020. 13th ed. Consumer Behavior: Buying, Having, and Being. Pearson. E-book.
URL: https://www.vlebooks.com/Product/Index/1709998?page=0

The marketing mix/7Ps section of the course is based on the following:
Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management. Pearson. E-book.
URL: https://www.vlebooks.com/Product/Index/627277?page=0

In this course, you will get a deep understanding of consumer behavior, which is a vital starting point in marketing to effectively segment customers into different target groups. Customer insights can be drawn from understanding their behavior, which in turn helps marketers to better meet needs and wants in products and services. An in-depth understanding of the extended marketing mix/7Ps (product, price, place, promotion, people, process & physical evidence) will give you a solid framework for creating a marketing strategy.

Knows the basic concepts, processes and the main goals of marketing. Understands the importance of customer focus in operations. Can describe the competitive means and customer needs in marketing. Can name global sources and channels from which customer related information is available.

Can formulate marketing goals and understand the importance of branding and the service promise. Can compare competitive means of marketing and understands their connection to marketing and sales goals. Understands the principles of sustainable development, and the influence of culture on marketing and sales. Can collect information that supports customer insights from various sources. Can develop solutions to customer needs and communicate his or her own ideas.

Can justify the advantages and challenges of different means of competition and apply them to achieve marketing and sales goals. Is able to analyse the implementation of the principles of sustainable development in marketing. Understands the influence of culture in marketing and sales. The student is able to analyse customer needs and use marketing measures to develop added value for the customer and to communicate his/her own solutions professionally.