Customer insight and customer experience (5 cr)
Code: LT00DT58-3009
General information
Enrollment
14.12.2020 - 14.01.2021
Timing
01.01.2021 - 02.05.2021
Number of ECTS credits allocated
5 op
RDI portion
5 op
Mode of delivery
Contact teaching
Campus
Kouvola Campus
Teaching languages
- English
Degree programmes
- Degree Programme in Digital International Business
Teachers
- Harrison Okuogume
Teacher in charge
Harrison Okuogume
Groups
-
IBKV20SP1Digital international business, full-time studies
-
IBKV20SP2Digital international business, full-time studies
Objective
You are able to describe a company’s customer related processes and define what factors contribute to good customer service. You are able to define and describe factors affecting the purchasing and consuming behaviour of different customer groups. You are able to define and identify factors affecting customer experience as a whole. You are able to search for and analyze information to have better customer insight.
Content
What does the customer process mean and what is its role in business? How do consumers, companies and organizations differ as customers? What does customer experience consist of and how are you able to gain insight into it? How are customer relationships built, maintained and developed? What are the components of good customer service?
Materials
• Principles and Practice of Marketing, Jobber, any edition
• Marketing Theory, 3rd Edition, Baker & Saren
• Marketing: an introduction, 4th Edition Masterson
Teaching methods
Contact session, individual and group tasks
Employer connections
• Case study analysis
• Group works and presentations
• Final group work
Exam schedules
• Case study
• Project work
• Group work and presentation
Content scheduling
What does the customer process mean and what is its role in business? How do consumers, companies and organizations differ as customers? What does customer experience consist of and how are you able to gain insight into it? How are customer relationships built, maintained and developed? What are the components of good customer service?
Further information
You are able to
a) use professional vocabulary systematically.
b) look for information in the key information sources of the field.
c) identify interrelated tasks.
d) work together with customers, users and target groups
e) Use the key models, methods, software and technologies of the professional field.
f) justify your actions according to the ethical principles of the professional field.
Evaluation scale
1-5
Assessment methods and criteria
• Case study analysis 20%
• Attendance and participation 20%
• Exam 60%
Qualifications
Customer-oriented marketing (5 ECTS credits), or equivalent knowledge