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

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.

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

Planforms Moodle and Teams (marketing project)

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

Pasila Campus

1 retake for each of the 3 exams during the course

English

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

20.10.2025 - 12.12.2025

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

11.08.2025 - 17.10.2025

25.3.2024-17.5.2024

CONTACT
IBE1PA1

RPL as instructed in Peppi
/ agree with the teacher

Sari Haavisto

15 - 45

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

INTBBA International Business

0.00 cr

H-5