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.

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

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.