Customer Insight and Marketing - MAR001HH1AE - Opinto-opas

Customer Insight and Marketing, 5 cr - MAR001HH1AE

Upcoming implementations

Customer Insight and Marketing MAR001HH1AE-3065 01.08.2025-31.12.2025 5 op (DEMO) +-
Teaching methods and instruction

This is a demonstration (DEMO) implementation for students who already possess the knowledge and skills covered in the course. There are no lectures or meetings included in this course.

Campus

Pasila Campus

Teaching language

English

Timing

01.08.2025 - 31.12.2025

Enrollment

01.08.2025 - 28.11.2025
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
Customer Insight and Marketing MAR001HH1AE-3073 18.08.2025-10.10.2025 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

18.08.2025 - 10.10.2025

Enrollment

11.08.2025 - 15.08.2025
Groups
- CONTACT
- IBE1PA4
Teachers

Ville Lahtinen

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-3058 18.08.2025-10.10.2025 5 op (IBE1PA3, ...) +-
Teaching methods and instruction

The implementation includes lectures, workshops and team-based work. Learning is supported through teacher guidance, independent tasks, and collaborative teamwork and assignments.
Learning takes place both in contact sessions and independently with a combination of individual and team work

Learning material and recommended literature

All course materials are provided via the Moodle platform. These include presentations, assignments, articles, videos, and quizzes.

Key references.

The marketing mix/7Ps section of the course is based on:
Kotler, P. & Keller, K. (2016). 15th ed. Marketing Management. Pearson. Especially chapters 19-22

The consumer behavior section of the course is based on:
Solomon M. (2020), Consumer Behaviour: Buying, Having and Being. 13th edition. Pearson.
Additional material may be shared in the course Moodle.

Working life connections

The course develops competence in applying customer insight, a core skill in modern business environment Comprehensive and in-depth understanding of the Marketing Mix/4Ps (Product, Price, Place, Promotion), and extended to the 7Ps (People, Physical Evidence & Processes) is emphasised to support the development of holistic marketing strategies relevant to real world business context. Real life cases may be integrated into course activities

Campus

Pasila Campus

Exam dates and re-exam possibilities

A final exam is conducted at the end of the course via Moodle. A retake opportunity is also available in Moodle during the final week of the course. The retake exam may be proctored, more info in August 2025.

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

Teaching language

English

Internationality

International by nature. Study materials and case examples reflect global business contexts and practices.

Timing

18.08.2025 - 10.10.2025

Learning assignments

The course includes the following learning tasks: Assignment 1: Applying the marketing mix to selected company (team based) Assignment 2: Developing a customer persona and mapping the customer journey (team based) Final exam: Concept based multiple choice format (individual)

Enrollment

11.08.2025 - 15.08.2025

Content scheduling

18.08. – 10.10.2025

Classroom sessions take place on Tuesdays and Thursdays from 11:00 to 13:45. These sessions include lectures, workshops, and teamwork.

Outside of the scheduled sessions, independent work is required to advance the team project. Commitment, consistent effort, time management, and proactive communication are essential for successful course completion.

A detailed schedule and assignment deadlines are available in Moodle.
Groups
- IBE1PA3
- CONTACT
Alternative learning methods

Demonstration of prior learning (RPL): Those who already possess the required competencies and skills for this course may demonstrate their competence. For more information visit: https://www.haaga-helia.fi/en/recognition-learning

If you enroll in the course, you must inform the teacher of your chosen learning method within two weeks of the course start date.

If you wish to proceed with Work and Study, please contact the Competence Counselling Teacher (CCT) for Marketing and Sales, Hannu Koikkalainen, who will provide more information.

Before contacting the CCT, please review the course intended learning outcomes.

Teachers

Sari Haavisto

Seats

15 - 45

Further information

Assignment 1: Marketing mix application (0 - 40 points, team-based)
Assignment 2 Customer persona and journey. (0 - 30 points, team based)
Final exam: Concept exam with multiple-choice questions. (0 - 30 points, individual)
Self and peer assessment is also included.

To receive a final grade, all components must be completed successfully. Active participation in classroom sessions and teamwork is also required.

• A joint grade is awarded for assignments 1 and 2
• Individual performance that significantly deviates from the team’s level may affect the final grade

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

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-3062 18.08.2025-12.12.2025 5 op (NONSTOP, ...) +-
Teaching methods and instruction

The course is delivered in a non-stop virtual format. Students progress at their own pace in the online learning environment. The course is designed to be completed within eight weeks, but students may proceed faster or slower depending on their individual study plans. The final deadline for submitting course assignments is at the end of the semester (12.12.2025)

The learning platform (Moodle) provides all necessary instructions for completing the course. Support is available from fellow students and teachers through a shared discussion forum and regularly scheduled support sessions.

This course is part of all degree programmes at Haaga-Helia, and students may participate in any implementation. The learning objectives and assessment criteria are consistent across all implementations. This implemantation is for Haaga-Helia Open University of Applied Sciences.

Learning material and recommended literature

Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management.
Kotler, P., Armstrong, G. & Opresnik, M. O. 2018. Principles of Marketing.
You can find this litteratue in Haaga-Helia Finna Library

Other learning materials is shared on Moodle.

Working life connections

The study materials include a wealth of insights from working life.

Campus

Pasila Campus

Exam dates and re-exam possibilities

The exam is held at the end of the course in Moodle. A retake exam is also available in Moodle.
The exam in proctored, more info in August 2025.

Teaching language

English

Internationality

The course includes international business case examples.

Timing

18.08.2025 - 12.12.2025

Learning assignments

Two assignments: 1) Marketing mix (7P) and 2) Customer persona and customer journey. Completed individually or in pairs, focusing on a target company. Final porctored exam in Moodle..

Enrollment

01.01.2024 - 01.01.2024

Content scheduling

The course in open througout the semester (18.8. - 12.12.2025).
Moodle will be opened in August around week 33, you will receive a notification about this to yout student e-mail.
First online meeting (general info about the course) will be held Wed 27th August 2025 pm 4.00 - 5.00 in Zoom (Zoom link is found in Moodle).
Timetable for other voluntary support sessions (once a month) is available in Moodle in August 2025.
Groups
- NONSTOP
- AVOINAMK
- ABE1PC2_OP
- VIRTUAL
- INSTRUCTED
Alternative learning methods

The course can also be completed through a demonstration of competence or by accrediting prior learning. If you enroll in the course, you must inform the teacher of your chosen learning method within two weeks of the course start date.
More information about recognition of prior learning and accreditation:

https://www.haaga-helia.fi/en/career-planning/recognition-learning

Teachers

Sari Auranen

Seats

30 - 100

Further information

The course includes an exam and two assignments. Detailed assessment criteria are available in Moodle.

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

AVO Avoin ammattikorkeakoulu

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3063 18.08.2025-12.12.2025 5 op (NONSTOP, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

18.08.2025 - 12.12.2025

Enrollment

11.12.2024 - 11.12.2024
Groups
- NONSTOP
- VIRTUAL
- INSTRUCTED
- FH25S
Teachers

Veera Nguyen, Mia Roos

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-3066 18.08.2025-12.12.2025 5 op (ABE1PCAVI, ...) +-
Teaching methods and instruction

Contact classes on Thursdays from 14.00 to 16.45.

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

18.08.2025 - 12.12.2025

Learning assignments

Individual assignments Group assignments Failed / passed assignment

Enrollment

11.08.2025 - 15.08.2025

Content scheduling

Thursdays from 14.00 to 16.45.
Groups
- ABE1PCAVI
- CONTACT
- DBE1PCDBI
- REE1PC1
Alternative learning methods

Demonstration
W&S

Teachers

Hanna Siltakorpi

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, AVIBBA Aviation Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Customer Insight and Marketing MAR001HH1AE-3057 20.10.2025-12.12.2025 5 op (IBE1PA2, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

20.10.2025 - 12.12.2025

Enrollment

11.08.2025 - 17.10.2025
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-3056 20.10.2025-12.12.2025 5 op (CONTACT, ...) +-
Teaching methods and instruction

The implementation includes lectures, workshops and team-based work. Learning is supported through teacher guidance, independent tasks, and collaborative teamwork and assignments.
Learning takes place both in contact sessions and independently with a combination of individual and team work

Learning material and recommended literature

All course materials are provided via the Moodle platform. These include presentations, assignments, articles, videos, and quizzes.

Key references.

The marketing mix/7Ps section of the course is based on:
Kotler, P. & Keller, K. (2016). 15th ed. Marketing Management. Pearson. Especially chapters 19-22
The consumer behavior section of the course is based on:
Solomon M. (2020), Consumer Behaviour: Buying, Having and Being. 13th edition. Pearson.
Additional material may be shared in the course Moodle.

Working life connections

The course develops competence in applying customer insight, a core skill in modern business environment Comprehensive and in-depth understanding of the Marketing Mix/4Ps (Product, Price, Place, Promotion), and extended to the 7Ps (People, Physical Evidence & Processes) is emphasised to support the development of holistic marketing strategies relevant to real world business context. Real life cases may be integrated into course activities

Campus

Pasila Campus

Exam dates and re-exam possibilities

A final exam is conducted at the end of the course via Moodle. A retake opportunity is also available in Moodle during the final week of the course. The retake exam may be proctored, more info in August 2025.

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

Teaching language

English

Internationality

International by nature. Study materials and case examples reflect global business contexts and practices.

Timing

20.10.2025 - 12.12.2025

Learning assignments

The course includes the following learning tasks: Assignment 1: Applying the marketing mix to selected company (team based) Assignment 2: Developing a customer persona and mapping the customer journey (team based) Final exam: Concept based multiple choice format (individual)

Enrollment

11.08.2025 - 17.10.2025

Content scheduling

20.10. – 12.12.2025

Classroom sessions take place on Tuesdays and Thursays from 11:00 to 13:45.. These sessions include lectures, workshops, and teamwork.
Outside of the scheduled sessions, independent work is required to advance the team project. Commitment, consistent effort, time management, and proactive communication are essential for successful course completion.
A detailed schedule and assignment deadlines are available in Moodle.
Groups
- CONTACT
- IBE1PA1
Alternative learning methods

Demonstration of prior learning (RPL): Those who already possess the required competencies and skills for this course may demonstrate their competence. For more information visit: https://www.haaga-helia.fi/en/recognition-learning

If you enroll in the course, you must inform the teacher of your chosen learning method within two weeks of the course start date.

If you wish to proceed with Work and Study, please contact the Competence Counselling Teacher (CCT) for Marketing and Sales, Hannu Koikkalainen, who will provide more information.
Before contacting the CCT, please review the course intended learning outcomes.

Teachers

Sari Haavisto

Seats

15 - 45

Further information

Assignment 1: Marketing mix application (0 - 40 points, team-based)
Assignment 2 Customer persona and journey. (0 - 30 points, team based)
Final exam: Concept exam with multiple-choice questions. (0 - 30 points, individual)
Self and peer assessment is also included.

To receive a final grade, all components must be completed successfully. Active participation in classroom sessions and teamwork is also required.

• A joint grade is awarded for assignments 1 and 2
• Individual performance that significantly deviates from the team’s level may affect the final grade

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

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-3060 20.10.2025-12.12.2025 5 op (IBEB1PA1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

20.10.2025 - 12.12.2025

Enrollment

11.08.2025 - 17.10.2025
Groups
- IBEB1PA1
- EVENING
- 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-3070 20.10.2025-12.12.2025 5 op (ITE3PADIG1, ...) +-
Teaching methods and instruction

Contact session on Tuesdays at 11:00-13.30 hrs
Independent team work on Wednesdays at 11:00-13.30 hrs

Learning material and recommended literature

Lectures in Moodle
Kotler & Keller: Marketing Management
Armstrong, Kotler et al: Principles of Marketing

Working life connections

-

Campus

Pasila Campus

Exam dates and re-exam possibilities

Exam in Moodle during the last week of the course
Retake during the last week of the course

Teaching language

English

Timing

20.10.2025 - 12.12.2025

Learning assignments

Two team assignments

Enrollment

14.05.2025 - 22.05.2025

Content scheduling

On Tuesdays contact sessions in Pasila campus
On Wednesdays indenpendent team work
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-3064 12.01.2026-13.03.2026 5 op (CONTACT, ...) +-
Teaching methods and instruction

- 6-8 lectures on customer insight and marketing
- Creating marketing plan

Responsible person

Teemu Lehmusto

Learning material and recommended literature

Material on Moodle

Working life connections

- the Finnish Sport Institute

Campus

Vierumäki Campus

Exam dates and re-exam possibilities

-

Teaching language

English

Internationality

Student will work in an international environment

Timing

12.01.2026 - 13.03.2026

Learning assignments

- Customer persona assignment - Marketing plan

Content scheduling

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

- Customer persona (30%)
- 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-3072 12.01.2026-31.05.2026 5 op (DEMO) +-
Teaching methods and instruction

This is a demonstration (DEMO) implementation for students who already possess the knowledge and skills covered in the course. There are no lectures or meetings included in this course.

Campus

Pasila Campus

Teaching language

English

Timing

12.01.2026 - 31.05.2026

Enrollment

01.12.2025 - 15.05.2026
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
Customer Insight and Marketing MAR001HH1AE-3068 12.01.2026-15.05.2026 5 op (NONSTOP, ...) +-
Teaching methods and instruction

The course is delivered in a non-stop virtual format. Students progress at their own pace in the online learning environment. The course is designed to be completed within eight weeks, but students may proceed faster or slower depending on their individual study plans. The final deadline for submitting course assignments is at the end of the semester.

The learning platform provides all necessary instructions for completing the course. Support is available from fellow students and teachers through a shared discussion forum and regularly scheduled support sessions.

This course is part of all degree programmes at Haaga-Helia, and students may participate in any implementation. This particular implementation is aimed at students in the Bachelor's Degree Programme in Business Administration. This means that the materials and exercises have been tailored to reflect the field-specific context. The learning objectives and assessment criteria are consistent across all implementations.

Learning material and recommended literature

Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management.
Kotler, P., Armstrong, G. & Opresnik, M. O. 2018. Principles of Marketing.
Other materials shared on Moodle.

Working life connections

The study materials include a wealth of insights from working life.

Campus

Pasila Campus

Exam dates and re-exam possibilities

The exam is held at the end of the course in Moodle. A retake exam is also available in Moodle.

Teaching language

English

Internationality

The course includes international business case examples.

Timing

12.01.2026 - 15.05.2026

Learning assignments

Two assignments (customer persona & marketing mix), completed individually or in pairs, focusing on a target company. Final exam.

Enrollment

11.12.2024 - 11.12.2024

Content scheduling

The course is open throughout the semester.
Groups
- NONSTOP
- HOST1HA1
- FH26K
- VIRTUAL
- INSTRUCTED
Alternative learning methods

The course can also be completed through a demonstration of competence or by accrediting prior learning. If you enroll in the course, you must inform the teacher of your chosen learning method within two weeks of the course start date. More information about recognition of prior learning and accreditation:

https://www.haaga-helia.fi/en/career-planning/recognition-learning

Teachers

Anu Seppänen, Sari Auranen

Seats

30 - 100

Further information

The course includes an exam and assignments. Detailed assessment criteria are available in Moodle.

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-3059 23.03.2026-15.05.2026 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.03.2026 - 15.05.2026
Groups
- CONTACT
- IBE1PA1
Teachers

Sari Haavisto

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-3067 23.03.2026-15.05.2026 5 op (CONTACT, ...) +-
Campus

Haaga Campus

Teaching language

English

Timing

23.03.2026 - 15.05.2026
Groups
- CONTACT
- REE2HA1
- EXCH
Teachers

Sari Auranen

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-3071 23.03.2026-15.05.2026 5 op (ITE3PADIG1, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.03.2026 - 15.05.2026
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-3069 18.05.2026-31.07.2026 5 op (VIRTUAL, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

18.05.2026 - 31.07.2026
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
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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

5.00 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

Past implementations

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, Yi Xue

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-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-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, Tiina Yrjölä

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-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-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
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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.