The aim of this course is to develop an understanding of customer-centricity as a strategic approach in marketing, sales, and communication within a dynamic and digitalized business environment.

Upon completion of the course, students will:
• Understand the principles of customer-centric marketing, sales, and communication.
• Analyze consumer behavior theories and their relevance to customer-centricity.
• Use consumer insights from various studies to inform marketing, sales, and communication strategies.
• Examine the impact of digitalization and social media on consumer behavior.
• Develop comprehensive strategies that align with customer needs and behaviors.
• Strengthen academic writing and information-searching skills as preparation for further coursework.

This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

Key Themes
• Customer-centric strategy and business impact
• Consumer behavior and decision-making processes
• Impact of digitalization and social media on consumer behavior
• Integrating marketing, sales, and communication for customer experience
• Academic writing and information searching in marketing and communication studies

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.

The student demonstrates satisfactory competence in relation to the course learning objectives. The student identifies some of the theories, perspectives and concepts presented in the course. The student weakly identifies their implications for practice.

The student demonstrates good competence in relation to the course learning objectives. The student has good command of the theories, perspectives and concepts presented in the course. The student is able to analyze their implications for practice.

The student demonstrates excellent competence in relation to the course learning objectives. The student profoundly masters theories, perspectives and concepts presented in the course. The student critically and thoroughly applies the concepts and theories learned in the course to analyze and create solutions for practical work situations.