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Customer insight and customer-oriented marketing (5 cr)

Code: WM00EJ59-3001

General information


Enrollment
23.08.2021 - 29.08.2021
Registration for the implementation has ended.
Timing
10.09.2021 - 17.12.2021
Implementation has ended.
Number of ECTS credits allocated
5 cr
Local portion
0 cr
Virtual portion
5 cr
RDI portion
1 cr
Mode of delivery
Distance learning
Unit
Liiketalouden koulutusyksikkö, Mikkeli (vanhennettu)
Campus
Ecampus
Teaching languages
English
Finnish
Seats
0 - 40
Degree programmes
Degree Programme in Wellbeing Management
Teachers
Mia Silvenius
Teacher in charge
Mia Silvenius
Groups
WMMI21SP
Wellbeing management, full-time studies
Course
WM00EJ59
No reservations found for realization WM00EJ59-3001!

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.

Evaluation scale

1-5

Assessment methods and criteria

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.

Assessment criteria equals to grade 3.

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