Customer Insight and Marketing (5 cr)

Evaluation scale

H-5

Schedule

The course is open throughout the semester.

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.
Other materials 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.

The learning platform 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. This particular implementation is aimed at students in the Bachelor's Degree Programme in Business Administration. This means that the materials and exercises have been tailored to reflect the field-specific context. The learning objectives and assessment criteria are consistent across all implementations.

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.

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

Learning assignments

Two assignments (customer persona & marketing mix), completed individually or in pairs, focusing on a target company. Final exam.

Assessment methods

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