Customer Insight and Marketing (5 cr)

Evaluation scale

H-5

Schedule

25.3.2024-17.5.2024

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

Planforms Moodle and Teams (marketing project)

Teaching methods and instruction

12 lectures on customer insight and marketing
Course tasks during lectures and self study
2 group assignments with PPT presentations and 3 individual automatized Exams
Test your knowledge quizzes on lectured topics

Working life connections

Desk top study project for improving for improving the Customer insights and marketing for a real-life company

Exam dates and re-exam possibilities

1 retake for each of the 3 exams during the course

Internationality

Project work for a company to benchmark and improve the marketing for international markets

Completion alternatives

RPL as instructed in Peppi
/ agree with the teacher

Learning assignments

Assigment 1 Customer persona and the buyer's journey
Assignment 2 7P's of marketing

Assessment methods

Preassigment week -1-0
Attendance 10% weeks 1-8
Assignment 1 25% weeks 1-4
Exam 1 10% week 3
Exam 2 10% week 5
Assignment 2 20% weeks 5-8
Exam 3 25% week 8
These assignments assessed in Moodle for max 100poins
One grade in Peppi as follows
more that 90 equals 5
more that 80 equals 4
more that 70 equals 3
more that 60 equals 2
more that 50 equals 1