Customer Insight and Marketing (5 cr)

Evaluation scale

H-5

Schedule

The course in open througout the semester (18.8. - 12.12.2025).
Moodle will be opened in August around week 33, you will receive a notification about this to yout student e-mail.
First online meeting (general info about the course) will be held Wed 27th August 2025 pm 4.00 - 5.00 in Zoom (Zoom link is found in Moodle).
Timetable for other voluntary support sessions (once a month) is available in Moodle in August 2025.

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

Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management.
Kotler, P., Armstrong, G. & Opresnik, M. O. 2018. Principles of Marketing.
You can find this litteratue in Haaga-Helia Finna Library

Other learning materials is shared on Moodle.

Teaching methods and instruction

The course is delivered in a non-stop virtual format. Students progress at their own pace in the online learning environment. The course is designed to be completed within eight weeks, but students may proceed faster or slower depending on their individual study plans. The final deadline for submitting course assignments is at the end of the semester (12.12.2025)

The learning platform (Moodle) 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. The learning objectives and assessment criteria are consistent across all implementations. This implemantation is for Haaga-Helia Open University of Applied Sciences.

Working life connections

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

Exam dates and re-exam possibilities

The exam is held at the end of the course in Moodle. A retake exam is also available in Moodle.
The exam in proctored, more info in August 2025.

Internationality

The course includes international business case examples.

Completion alternatives

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

Note. If you enroll in the course, you must inform the teacher of your chosen learning method within two weeks of the course start date.

Learning assignments

Two assignments: 1) Marketing mix (7P) and 2) Customer persona and customer journey.
Completed individually or in pairs, focusing on a target company.
Final porctored exam in Moodle..

Assessment methods

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

Assessment criteria - grade 1
The student knows how to find and maintain customers by choosing and using research and development methods when aided and guided by others. S/he has difficulties in evaluating different customer types and changing communication accordingly. S/he has a limited ability to recognise and follow customer needs as well as focus on customer behavior. S/he is able to display only a poor level of customer orientation. The student participates in the project planning, implementation and evaluation with a minimal input. The student is able to operate only when the task and instructions are given and when s/he is aided by other students and the supervisors.

Assessment criteria - grade 5
The student can find and maintain customer relationships by choosing and using relevant research and development methods. S/he is able to evaluate customer types and change communication accordingly. S/he can recognise and follow customer needs as well as focus on customer behavior. The student participates proactively and with goal-orientation in the project planning, implementation and evaluation. The student displays excellent customer oriented mindset and is able to develop business in a responsible manner.

Course grading from 1-5
Some assignments passed/failed