Customer insight and customer-oriented marketing (5 cr)

Objective

You can define and describe factors affecting the purchasing and consuming behaviour of different customer groups.
You can analyse customer buying behavior and define the principles for the segmentation and selection of target groups.
You can define and identify factors affecting customer experience as a whole.
You can search for and analyze information improving customer insight.
You can describe the aspects of customer-oriented marketing concepts, including its objectives and functions.
You are able to design a marketing mix, taking into consideration product lifecycle, marketing objectives and corporate responsibility.

Content

How do consumers, companies and organizations differ as customers?
What are the Russian operating models and corporate culture in your field of business?
What does customer experience consist of and how can you gain insight into it?
How are customer relationships built, maintained and developed?
What are the components of good customer service?
What are the objectives and role of customer-oriented marketing and relationship marketing in the operations of an organisation?
How does the digital economy and operational environment affect the planning of marketing?
How is customer buying behavior and segmentation taken into consideration when defining objectives and target groups?
What does a marketing mix consist of, and how can it be used to reach organisational goals?

Evaluation

Students can
a. use professional customer service and marketing vocabulary systematically.
b. look for information in the key information sources of the field.
c. identify interrelated tasks.
e. use the key models, methods, software and technologies of the professional field.

Course material

Kotler, P. Armstrong, G. Harris, L. Piercy, N. 2021. Principles of Marketing. Pearson

All course sections and related materials and assignments are available as soon as the course opens.

Study forms and methods

Work week-based learning path:
You participate in teaching and guidance according to the work schedule. Your studies are rhythmic according to group meetings and independent learning tasks according to the work schedule.

If you have previous knowledge related to the subject, you can credit the course with corresponding work experience or studies, either in whole or in part (proof of knowledge, if there is no certificate). In partial credit reading, you complete the areas that have not been credit as independent study.

RDI and work-related cooperation

Visiting lecturers, and experts in this field.

Timing of exams and assignments

The course contains both individual assignments as well as group work assignments. The schedule of the assignments will be announced in Learn.

Student workload

The scope of the course is 5 credits: 1 cr = 27 working hours, this course requires approximately 135 working hours.

Course part description

The course consists of three sections, each with relevant material, literature, articles and videos. Learning and revision tasks are included in every section.

Further information

The course starts on September 4, 2023, when you can log in to the course platform.

The course is completed entirely online (Xamk Learn) and according to the schedule provided.
The platform of the course contains Video Lectures, assignments and most of the necessary materials.The assignments are multiple-choice exams, discussion assignments and analysis assignments. This course includes also appr. 5-7 meetings online (Teams)

Teacher: Mia Silvenius, mia.silvenius@xamk.fi

Evaluation scale

1-5

Assessment methods and criteria

Both individual assignments and group assignments are evaluated.

The basis for evaluation is:
Students can
- use professional vocabulary systematically
- look for information in the key information sources of the field
- identify interrelated tasks
- use the key models, methods and techniques of the professional field
- work as team members in a goal-oriented way

Assessment criteria equals to grade 3.