Customer Insight and Marketing - Study guide

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

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.

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.

Contact classes on Mondays from 8.30 to 11.00 until week 42
After week 42, contact classes on Friday from 11.00 to 13.45
Demonstration
Work&Study

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

visitors guests from the worklife

Porvoo Campus

no exam

English

21.08.2023 - 15.12.2023

Individual assingments Group assignments Failed / passed assignment

14.08.2023 - 18.08.2023

Contact classes on Mondays from 8.30 to 11.00 until week 42
After week 42, contact classes on Friday from 11.00 to 13.45
no classes on week 42, intensive week

CONTACT
DBE1PCDBI
EXCH

Demonstration
W&S

Jemina Kinnari

15 - 50

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

DIGIBBA Digital Business Innovations

0.00 cr

H-5