Leading Customer Centricity in Marketing, Sales and Communication (5 cr)

Evaluation scale

H-5

Implementation methods, demonstration and Work&Study

Evening Contact Blended
Blended Online

Intro

A customer-centric organization prioritizes understanding and meeting customer needs to drive sustainable business success. In today’s competitive landscape, businesses must integrate marketing, sales, and communication efforts to deliver value at every touchpoint. This course explores how organizations can embed customer-centricity into their strategies, leveraging consumer insights from various studies to foster long-term customer relationships.

This modularly structured course combines theoretical foundations with applied learning, allowing students to analyze real-world cases and develop actionable strategies. A significant focus will be placed on consumer behavior, examining psychological and behavioral drivers of decision-making and their impact on customer engagement and loyalty. The course will also explore the impact of digitalization and social media on consumer behavior, analyzing how online platforms shape customer expectations, purchasing decisions, and brand interactions. In addition to traditional consumer behavior research, students will examine digital consumer insights and the role of real-time data in shaping marketing, sales, and communication strategies.

Additionally, this course serves as foundational preparation for further studies in the master’s degree program by honing students’ academic writing and information-searching skills. Through assignments and discussions, students will strengthen their ability to critically evaluate sources and articulate insights in a structured academic format. Last, but certainly not least, the widespread fascination with human behavior and its investigation will hopefully draw people to the course from different backgrounds, thus rendering an interculturally diverse learning environment, which will further deepen our learning.