•   Customer Insight and Marketing MAR001HH1AE-3073 18.08.2025-10.10.2025  5   (CONTACT, ...) +-
    Learning objectives
    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
    Contents
    - 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
    Assessment criteria
    Assessment criteria - grade 1
    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.
    Assessment criteria - grade 3
    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.
    Assessment criteria - grade 5
    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.
    Teaching methods and instruction

    The learning platform 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. This particular implementation is aimed at students in the Bachelor's Degree Programme in Business Administration. This means that the materials and exercises have been tailored to reflect the field-specific context. The learning objectives and assessment criteria are consistent across all implementations.

    Learning material and recommended literature

    Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management.
    Kotler, P., Armstrong, G. & Opresnik, M. O. 2018. Principles of Marketing.
    Other materials shared on Moodle.

    Working life connections

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

    Campus

    Pasila Campus

    Exam dates and re-exam possibilities

    The exam is held at the end of the course in Moodle.

    Teaching language

    English

    Internationality

    The course includes international business case examples.

    Timing

    18.08.2025 - 10.10.2025

    Learning assignments

    Two assignments (customer persona & marketing mix), completed individually or in pairs, focusing on a target company. Final exam.

    Enrollment

    11.08.2025 - 15.08.2025

    Groups
    • CONTACT
    • IBE1PA4
    Alternative learning methods

    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

    Teachers

    Ville Lahtinen

    Seats

    15 - 45

    Further information

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

    Degree Programme

    INTBBA International Business

    R&D proportion

    0.00 cr

    Virtual proportion

    0.00 cr

    Evaluation scale

    H-5