Customer Insight and Marketing (5 cr)

Code: MAR001HH1AE-3006

Basic information of implementation

Enrollment: 02.01.2023 - 24.03.2023; Enrolment for the implementation has ended.

Timing: 27.03.2023 - 19.05.2023; Implementation has ended.

ECTS Credits: 5 cr

Campus: Haaga Campus

Teaching languages: English

Seats: 15 - 40

Degree programmes: EXPER Hospitality and Tourism Experience Management

Teachers: Sonja Haaksluoto; Kevin Gore

Groups: CONTACT
Contact implementation; REE2HA1
Hospitality and Tourism Experience Management, 2nd semester, Haaga

Course: MAR001HH1AE

Evaluation scale

H-5

Schedule

Contact hours on Mondays and Wednesdays at 11.00 - 13.45 on Haaga Campus. The course starts March 27th and ends May 17th.

Implementation methods, demonstration and Work&Study

Contact
Blended
Virtual Nonstop

If you have acquired the required competence in previous work tasks, recreational activities or on another course, you may show the competence with a demonstration and progress faster through your studies. More information and instructions for RPL are available in MyNet and in the implementation plan.

You can also obtain the required competence through Work & Study, in which you complete the course through the agreed upon and verified work tasks that meet the course requirements. More information and instructions for Work & Study are available in MyNet and in the implementation plan.

Intro

In this course, you will get a deep understanding of consumer behavior, which is a vital starting point in marketing to effectively segment customers into different target groups. Customer insights can be drawn from understanding their behavior, which in turn helps marketers to better meet needs and wants in products and services. An in-depth understanding of the extended marketing mix/7Ps (product, price, place, promotion, people, process & physical evidence) will give you a solid framework for creating a marketing strategy.

Materials

Solomon, M. 2020. 13th ed. Consumer Behavior: Buying, Having, and Being. Pearson. E-book or printed.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing (17 e. Global edition.). Pearson. E-book or printed.

Teaching methods and instruction

Contact hours, interactive lectures

Working life connections

Case examples from business life.

Exam dates and re-exam possibilities

3 Moodle quizzes that are to be taken during the course

Internationality

Students from Haaga-Helia partner university in Mexico, Universidad Mondragon, will join some of the sessions

Completion alternatives

Recognition of prior learning, demonstration of competencies regarding the course subjects

Learning assignments

- Group work about Customer insight
- 3 Moodle quizzes
- Group work about Marketing mix 7P