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 course is delivered in a non-stop virtual format. Students progress at their own pace in the online learning environment. The course is designed to be completed within eight weeks, but students may proceed faster or slower depending on their individual study plans. The final deadline for submitting course assignments is at the end of the semester (12.12.2025)

The learning platform (Moodle) provides all necessary instructions for completing the course. Support is available from fellow students and teachers through a shared discussion forum and regularly scheduled support sessions.

This course is part of all degree programmes at Haaga-Helia, and students may participate in any implementation. The learning objectives and assessment criteria are consistent across all implementations. This implemantation is for Haaga-Helia Open University of Applied Sciences.

Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management.
Kotler, P., Armstrong, G. & Opresnik, M. O. 2018. Principles of Marketing.
You can find this litteratue in Haaga-Helia Finna Library

Other learning materials is shared on Moodle.

The study materials include a wealth of insights from working life.

Pasila Campus

The exam is held at the end of the course in Moodle. A retake exam is also available in Moodle.
The exam in proctored, more info in August 2025.

English

The course includes international business case examples.

18.08.2025 - 12.12.2025

Two assignments: 1) Marketing mix (7P) and 2) Customer persona and customer journey. Completed individually or in pairs, focusing on a target company. Final porctored exam in Moodle..

01.01.2024 - 01.01.2024

The course in open througout the semester (18.8. - 12.12.2025).
Moodle will be opened in August around week 33, you will receive a notification about this to yout student e-mail.
First online meeting (general info about the course) will be held Wed 27th August 2025 pm 4.00 - 5.00 in Zoom (Zoom link is found in Moodle).
Timetable for other voluntary support sessions (once a month) is available in Moodle in August 2025.

NONSTOP
AVOINAMK
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VIRTUAL
INSTRUCTED

The course can also be completed through a demonstration of competence or by accrediting prior 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.
More information about recognition of prior learning and accreditation:

https://www.haaga-helia.fi/en/career-planning/recognition-learning

Sari Auranen

30 - 100

The course includes an exam and two assignments. Detailed assessment criteria are available in Moodle.

Assessment criteria - grade 1
The student knows how to find and maintain customers by choosing and using research and development methods when aided and guided by others. S/he has difficulties in evaluating different customer types and changing communication accordingly. S/he has a limited ability to recognise and follow customer needs as well as focus on customer behavior. S/he is able to display only a poor level of customer orientation. The student participates in the project planning, implementation and evaluation with a minimal input. The student is able to operate only when the task and instructions are given and when s/he is aided by other students and the supervisors.

Assessment criteria - grade 5
The student can find and maintain customer relationships by choosing and using relevant research and development methods. S/he is able to evaluate customer types and change communication accordingly. S/he can recognise and follow customer needs as well as focus on customer behavior. The student participates proactively and with goal-orientation in the project planning, implementation and evaluation. The student displays excellent customer oriented mindset and is able to develop business in a responsible manner.

Course grading from 1-5
Some assignments passed/failed

AVO Avoin ammattikorkeakoulu

0.00 cr

5.00 cr

H-5