Customer Insight and Marketing (5 cr)

Evaluation scale

H-5

Implementation methods, demonstration and Work&Study

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.

Intro

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.

Materials

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