Customer Insight and Marketing (5 cr)

Evaluation scale

H-5

Schedule

18.08. – 10.10.2025

Classroom sessions take place on Tuesdays and Thursdays from 11:00 to 13:45. These sessions include lectures, workshops, and teamwork.

Outside of the scheduled sessions, independent work is required to advance the team project. Commitment, consistent effort, time management, and proactive communication are essential for successful course completion.

A detailed schedule and assignment deadlines are available in Moodle.

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

All course materials are provided via the Moodle platform. These include presentations, assignments, articles, videos, and quizzes.

Key references.

The marketing mix/7Ps section of the course is based on:
Kotler, P. & Keller, K. (2016). 15th ed. Marketing Management. Pearson. Especially chapters 19-22

The consumer behavior section of the course is based on:
Solomon M. (2020), Consumer Behaviour: Buying, Having and Being. 13th edition. Pearson.
Additional material may be shared in the course Moodle.

Teaching methods and instruction

The implementation includes lectures, workshops and team-based work. Learning is supported through teacher guidance, independent tasks, and collaborative teamwork and assignments.
Learning takes place both in contact sessions and independently with a combination of individual and team work

Working life connections

The course develops competence in applying customer insight, a core skill in modern business environment

Comprehensive and in-depth understanding of the Marketing Mix/4Ps (Product, Price, Place, Promotion), and extended to the 7Ps (People, Physical Evidence & Processes) is emphasised to support the development of holistic marketing strategies relevant to real world business context.
Real life cases may be integrated into course activities

Exam dates and re-exam possibilities

A final exam is conducted at the end of the course via Moodle. A retake opportunity is also available in Moodle during the final week of the course. The retake exam may be proctored, more info in August 2025.

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.

Internationality

International by nature. Study materials and case examples reflect global business contexts and practices.

Completion alternatives

Demonstration of prior learning (RPL): Those who already possess the required competencies and skills for this course may demonstrate their competence. For more information visit: https://www.haaga-helia.fi/en/recognition-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.

If you wish to proceed with Work and Study, please contact the Competence Counselling Teacher (CCT) for Marketing and Sales, Hannu Koikkalainen, who will provide more information.

Before contacting the CCT, please review the course intended learning outcomes.

Learning assignments

The course includes the following learning tasks:

Assignment 1: Applying the marketing mix to selected company (team based)

Assignment 2: Developing a customer persona and mapping the customer journey (team based)

Final exam: Concept based multiple choice format (individual)

Assessment methods

Assignment 1: Marketing mix application (0 - 40 points, team-based)
Assignment 2 Customer persona and journey. (0 - 30 points, team based)
Final exam: Concept exam with multiple-choice questions. (0 - 30 points, individual)
Self and peer assessment is also included.

To receive a final grade, all components must be completed successfully. Active participation in classroom sessions and teamwork is also required.

• A joint grade is awarded for assignments 1 and 2
• Individual performance that significantly deviates from the team’s level may affect the final grade

In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. A minimum of 75% attendance is required, and absences exceeding 50% will result in disqualification from assessment.