Customer Insight and Marketing (5 cr)

Evaluation scale

H-5

Schedule

Thursdays from 14.00 to 16.45.

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

Books:
Baines, P., Rosengren, S., Antonetti, P., & Whitehouse, S. 2021. Fundamentals of marketing. Oxford University Press.
Tiffany, J. 2021. Marketing strategy: Overcome common pitfalls and create effective marketing. KOGAN PAGE.
Bull, R. C. 2010. Moving from project management to project leadership: A practical guide to leading groups. CRC Press.
Buttle, F. & Maklan, S. 2019. Customer relationships management. Concepts and Technologies. 4th edition. Routledge.

Additional recommended Audiobooks:
Blake, M. 2021. The Customer for the Future
Konnor, A. 2020. Customer Success

Articles and other reading tips are given by the lecturer

Other materials provided during the Semester according to the subject at hand

Teaching methods and instruction

Contact classes on Thursdays from 14.00 to 16.45.

Demonstration
Work&Study

Working life connections

visitors
guests from the worklife

Exam dates and re-exam possibilities

no exam

Completion alternatives

Demonstration
W&S

Learning assignments

Individual assignments
Group assignments
Failed / passed assignment

Assessment methods

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