Customer Insight and Marketing - MAR001HH1AE - Opinto-opas

Customer Insight and Marketing, 5 cr - MAR001HH1AE

Upcoming implementations

Customer Insight and Marketing MAR001HH1AE-3038 13.01.2025-16.05.2025 5 op (NONSTOP, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

13.01.2025 - 16.05.2025

Enrollment

01.01.2024 - 01.01.2024
Groups
- NONSTOP
- FH25K
- HOST1HA1
- VIRTUAL
- INSTRUCTED
Teachers

Anu Seppänen

Seats

30 - 100

Degree Programme

ITBBA Business Information Technology

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3046 13.01.2025-14.03.2025 5 op (CONTACT, ...) +-
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

13.01.2025 - 14.03.2025

Learning assignments

- Customer persona assignment - Tiirismaa event plan - Marketing plan

Enrollment

02.01.2025 - 10.01.2025

Content scheduling

31.10. - 16.12.2022
Groups
- CONTACT
- LIE2VIA
Alternative learning methods

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

Teachers

Tomi Paalanen

Seats

15 - 30

Degree Programme

COACH Sports Coaching and Management

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3042 24.03.2025-16.05.2025 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

24.03.2025 - 16.05.2025

Enrollment

07.01.2025 - 21.03.2025
Groups
- CONTACT
- IBE1PA1
Teachers

Antti Leppilampi

Seats

15 - 45

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3047 24.03.2025-16.05.2025 5 op (CONTACT, ...) +-
Campus

Haaga Campus

Teaching language

English

Timing

24.03.2025 - 16.05.2025

Enrollment

02.01.2025 - 21.03.2025
Groups
- CONTACT
- REE2HA1
- EXCH
Teachers

Riitta Räisänen

Seats

15 - 40

Degree Programme

EXPER Hospitality and Tourism Experience Management

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3052 24.03.2025-16.05.2025 5 op (ITE3PADIG1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

24.03.2025 - 16.05.2025

Enrollment

02.01.2025 - 21.03.2025
Groups
- ITE3PADIG1
- CONTACT
- ITE3PAICI1
- ITE3PASOF1
- ITE3PAICB1
Teachers

Leena Korttilalli

Seats

15 - 45

Degree Programme

ITBBA Business Information Technology

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3050 19.05.2025-31.07.2025 5 op (VIRTUAL, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

19.05.2025 - 31.07.2025

Enrollment

02.01.2025 - 16.05.2025
Groups
- VIRTUAL
- SUMMER
- INSTRUCTED
Teachers

Johanna Förnäs

Seats

30 - 100

Degree Programme

ITBBA Business Information Technology

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Show all (6) Hide

Current implementations

Customer Insight and Marketing MAR001HH1AE-3049 19.08.2024-31.07.2025 5 op (DEMO) +-
Teaching methods and instruction

This is a demonstration or DEMO-implementation for students who already have the knowledge and skills taught on the course. The course does not have tuition or classes.

Teaching language

English

Timing

19.08.2024 - 31.07.2025

Enrollment

01.08.2024 - 31.05.2025
Groups
- DEMO
Teachers

Veera Nguyen

Seats

1 - 250

Degree Programme

RESTO Restonomi

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5

Past implementations

Customer Insight and Marketing MAR001HH1AE-3040 21.10.2024-13.12.2024 5 op (IBE1PA2, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

21.10.2024 - 13.12.2024

Enrollment

12.08.2024 - 18.10.2024
Groups
- IBE1PA2
- CONTACT
Teachers

Veera Nguyen

Seats

15 - 45

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3041 21.10.2024-13.12.2024 5 op (IBE1PA3, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

21.10.2024 - 13.12.2024

Enrollment

12.08.2024 - 18.10.2024
Groups
- IBE1PA3
- CONTACT
Teachers

Veera Nguyen

Seats

15 - 45

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3043 21.10.2024-13.12.2024 5 op (IBEB1PA1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

21.10.2024 - 13.12.2024

Enrollment

12.08.2024 - 18.10.2024
Groups
- IBEB1PA1
- EVENING
- CONTACT
- BLENDED
Teachers

Veera Nguyen

Seats

15 - 45

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3036 19.08.2024-13.12.2024 5 op (ABE1PCAVI, ...) +-
Teaching methods and instruction

Contact classes on Wednesdays from 8.30 to 10.45 until week 41
from week 43 contact classes on Fridays from 11.00 to 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

19.08.2024 - 13.12.2024

Learning assignments

Individual assignments Group assignments Failed / passed assignment

Enrollment

12.08.2024 - 16.08.2024

Content scheduling

Wednesdays from week 34 to week 41 from 8.30 to 10.45
Fridays from week 43 to 50 from 11.00 to 13.45
Groups
- ABE1PCAVI
- CONTACT
- DBE1PCDBI
- REE1PC1
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

AVIBBA Aviation Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3039 21.10.2024-13.12.2024 5 op (CONTACT, ...) +-
Teaching methods and instruction

12 lectures on customer insight and marketing
Course tasks during lectures and self study
2 group assignments with PPT presentations and 3 individual automatized Exams
Test your knowledge quizzes on lectured topics

Learning material and recommended literature

Planforms Moodle and Teams (marketing project)

Working life connections

Desk top study project for improving for improving the Customer insights and marketing for a real-life company

Campus

Pasila Campus

Exam dates and re-exam possibilities

1 retake for each of the 3 exams during the course

Teaching language

English

Internationality

Project work for a company to benchmark and improve the marketing for international markets

Timing

21.10.2024 - 13.12.2024

Learning assignments

Assigment 1 Customer persona and the buyer's journey Assignment 2 7P's of marketing

Enrollment

12.08.2024 - 18.10.2024

Content scheduling

25.3.2024-17.5.2024
Groups
- CONTACT
- IBE1PA1
Alternative learning methods

RPL as instructed in Peppi
/ agree with the teacher

Teachers

Timo Rima

Seats

15 - 45

Further information

Preassigment week -1-0
Attendance 10% weeks 1-8
Assignment 1 25% weeks 1-4
Exam 1 10% week 3
Exam 2 10% week 5
Assignment 2 20% weeks 5-8
Exam 3 25% week 8
These assignments assessed in Moodle for max 100poins
One grade in Peppi as follows
more that 90 equals 5
more that 80 equals 4
more that 70 equals 3
more that 60 equals 2
more that 50 equals 1

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3045 19.08.2024-13.12.2024 5 op (NONSTOP, ...) +-
Campus

Vierumäki Campus

Teaching language

English

Timing

19.08.2024 - 13.12.2024

Enrollment

01.01.2024 - 13.10.2024
Groups
- NONSTOP
- FH24S
- VIRTUAL
- INSTRUCTED
Teachers

Timo Rima, Mia Roos

Seats

15 - 100

Degree Programme

COACH Sports Coaching and Management

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3048 19.08.2024-13.12.2024 5 op (NONSTOP, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

19.08.2024 - 13.12.2024

Enrollment

01.10.2024 - 01.11.2024
Groups
- NONSTOP
- AVOINAMK
- ABE1PC2_OP
- VIRTUAL
- INSTRUCTED
Teachers

Anu Seppänen, Susanna Luoma

Seats

30 - 100

Degree Programme

AVO Avoin ammattikorkeakoulu

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3055 05.08.2024-29.11.2024 5 op (INTBBA24SMON, ...) +-
Learning material and recommended literature

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

Campus

Mondragon

Teaching language

English

Timing

05.08.2024 - 29.11.2024
Groups
- INTBBA24SMON
- CONTACT
Teachers

Kevin Gore, Diego Hernández Campos

Seats

5 - 25

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3029 20.05.2024-29.07.2024 5 op (VIRTUAL, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

20.05.2024 - 29.07.2024

Enrollment

02.01.2024 - 17.05.2024
Groups
- VIRTUAL
- SUMMER
- INSTRUCTED
Teachers

Johanna Förnäs

Seats

15 - 100

Degree Programme

ITBBA Business Information Technology

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

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

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3025 25.03.2024-17.05.2024 5 op (CONTACT, ...) +-
Teaching methods and instruction

12 lectures on customer insight and marketing
Course tasks during lectures and self study
2 group assignments with PPT presentations and 3 individual automatized Exams
Test your knowledge quizzes on lectured topics

Learning material and recommended literature

Planforms Moodle and Teams (marketing project)

Working life connections

Desk top study project for improving for improving the Customer insights and marketing for a real-life company

Campus

Pasila Campus

Exam dates and re-exam possibilities

1 retake for each of the 3 exams during the course

Teaching language

English

Internationality

Project work for a company to benchmark and improve the marketing for international markets

Timing

25.03.2024 - 17.05.2024

Learning assignments

Assigment 1 Customer persona and the buyer's journey Assignment 2 7P's of marketing

Enrollment

08.01.2024 - 22.03.2024

Content scheduling

25.3.2024-17.5.2024
Groups
- CONTACT
- IBE1PA1
Alternative learning methods

RPL as instructed in Peppi
/ agree with the teacher

Teachers

Timo Rima, Kevin Gore

Seats

15 - 40

Further information

Preassigment week -1-0
Attendance 10% weeks 1-8
Assignment 1 20% weeks 1-4
Exam 1 10% week 3
Exam 2 10% week 5
Assignment 2 20% weeks 5-8
Exam 3 25% week 8
These assignments assessed in Moodle for max 100poins
One grade in Peppi as follows
more that 90 equals 5
more that 80 equals 4
more that 70 equals 3
more that 60 equals 2
more that 50 equals 1

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3031 25.03.2024-17.05.2024 5 op (ITE3PADIG1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

25.03.2024 - 17.05.2024

Enrollment

02.01.2024 - 22.03.2024
Groups
- ITE3PADIG1
- CONTACT
- ITE3PAICI1
- ITE3PASOF1
- ITE3PAICB1
Teachers

Joel Pakalén

Seats

15 - 40

Degree Programme

ITBBA Business Information Technology

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3017 25.03.2024-17.05.2024 5 op (CONTACT, ...) +-
Campus

Haaga Campus

Teaching language

English

Timing

25.03.2024 - 17.05.2024

Enrollment

02.01.2024 - 22.03.2024
Groups
- CONTACT
- REE2HA1
- EXCH
Teachers

Riitta Räisänen

Seats

15 - 40

Degree Programme

EXPER Hospitality and Tourism Experience Management

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3021 15.01.2024-17.05.2024 5 op (NONSTOP, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

15.01.2024 - 17.05.2024

Enrollment

01.01.2020 - 01.01.2020
Groups
- NONSTOP
- FH24K
- VIRTUAL
- INSTRUCTED
Teachers

Riitta Räisänen, Tiina Leppäniemi

Seats

15 - 100

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3054 01.02.2024-30.04.2024 5 op (DEMO, ...) +-
Learning material and recommended literature

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

Campus

Haaga Campus

Teaching language

English

Timing

01.02.2024 - 30.04.2024

Enrollment

18.09.2023 - 18.09.2023
Groups
- DEMO
- HOST24A
Teachers

Jussi Mertanen

Seats

15 - 50

Degree Programme

HOST Strategic Hospitality Management

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3037 01.09.2023-31.12.2023 5 op (HOST23A, ...) +-
Learning material and recommended literature

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

Campus

Haaga Campus

Teaching language

English

Timing

01.09.2023 - 31.12.2023

Enrollment

18.09.2023 - 19.09.2023
Groups
- HOST23A
- DEMO
Teachers

Jussi Mertanen

Seats

15 - 50

Degree Programme

HOST Strategic Hospitality Management

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Show all (16) 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.

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.

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.