Customer Insight and Marketing - Opinto-opas

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.

The implementation includes lectures, workshops and team-based work. Learning is supported through teacher guidance, independent tasks, and collaborative teamwork and assignments.
Learning takes place both in contact sessions and independently with a combination of individual and team work

All course materials are provided via the Moodle platform. These include presentations, assignments, articles, videos, and quizzes.

Key references.

The marketing mix/7Ps section of the course is based on:
Kotler, P. & Keller, K. (2016). 15th ed. Marketing Management. Pearson. Especially chapters 19-22
The consumer behavior section of the course is based on:
Solomon M. (2020), Consumer Behaviour: Buying, Having and Being. 13th edition. Pearson.
Additional material may be shared in the course Moodle.

The course develops competence in applying customer insight, a core skill in modern business environment Comprehensive and in-depth understanding of the Marketing Mix/4Ps (Product, Price, Place, Promotion), and extended to the 7Ps (People, Physical Evidence & Processes) is emphasised to support the development of holistic marketing strategies relevant to real world business context. Real life cases may be integrated into course activities

Pasila Campus

A final exam is conducted at the end of the course via Moodle. A retake opportunity is also available in Moodle during the final week of the course. The retake exam may be proctored, more info in August 2025.

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

English

International by nature. Study materials and case examples reflect global business contexts and practices.

20.10.2025 - 12.12.2025

The course includes the following learning tasks: Assignment 1: Applying the marketing mix to selected company (team based) Assignment 2: Developing a customer persona and mapping the customer journey (team based) Final exam: Concept based multiple choice format (individual)

11.08.2025 - 17.10.2025

Classroom sessions take place twice a week. These sessions include lectures, workshops, and teamwork.
Outside of the scheduled sessions, independent work is required to advance the team project. Commitment, consistent effort, time management, and proactive communication are essential for successful course completion.
A detailed schedule and assignment deadlines are available in Moodle.

IBE1PA2
CONTACT

Demonstration of prior learning (RPL): Those who already possess the required competencies and skills for this course may demonstrate their competence. For more information visit: https://www.haaga-helia.fi/en/recognition-learning

If you enroll in the course, you must inform the teacher of your chosen learning method within two weeks of the course start date.

If you wish to proceed with Work and Study, please contact the Competence Counselling Teacher (CCT) for Marketing and Sales, Hannu Koikkalainen, who will provide more information.
Before contacting the CCT, please review the course intended learning outcomes.

Veera Nguyen

15 - 45

Assignment 1: Marketing mix application (0 - 40 points, team-based)
Assignment 2 Customer persona and journey. (0 - 30 points, team based)
Final exam: Concept exam with multiple-choice questions. (0 - 30 points, individual)
Self and peer assessment is also included.

To receive a final grade, all components must be completed successfully. Active participation in classroom sessions and teamwork is also required.

• A joint grade is awarded for assignments 1 and 2
• Individual performance that significantly deviates from the team’s level may affect the final grade

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

INTBBA International Business

0.00 cr

H-5