Customer Insight (5 cr)

Evaluation scale

0-5

Content scheduling

1. lähiopetusjakso 18.3. - 19.3.2021
Verkko- ja etäopinnot 20.3.-22.4.2021
2. lähiopetusjakso 23.4.2021

Objective

The object of the course
After completing the course, you will have the capabilities to plan and implement processes to refine information to customer insight and further to concept ideas that develop the company’s business.

Course competences
Ethics
Proactive development
Learning to learn
Operating in a workplace




The learning objectives of the course
During this course, you will familiarise yourself with the customer insight process intended for business development and apply the process to practical examples.
You are familiar with the theories, analyses and concepts related to in-depth customer insight. You understand the significance of gathering, utilising and interpreting internal and external data in creating customer insight. You recognise different information gathering methods that are used in the development of customer insight. You are familiar with the principal methods related to qualitative research and are able to use them in practice. You understand the significance of knowledge and customer insight in innovation. You are able to utilise in-depth customer insight in the development of the company’s business.

Content

The course covers the central themes of customer insight such as customer intelligence, qualitative research, web analytics, customer profiles, customer needs and motivation, consumer behaviour, customer insight, concept ideas, innovation.

Materials

Arantola, H. & Simonen, K. (2009). Palvelemisesta palveluliiketoimintaan: Asiakasymmärrys palveluliiketoiminnan perustana. Helsinki: Tekes.
Arantola, H. (2006). Customer insight: Uusi väline liiketoiminnan kehittämiseen. Helsinki: WSOYpro.
Revella, A. (2015). Buyer personas: How to gain insight into your customers expectations, align your marketing strategies, and win more business. Hoboken: Wiley.
Oberhofer, M. A., Hechler, E. C., Hechler, E. A., Wolfson, D. A., Milman, I. C., Milman, I. A. & Schumacher, S. A. (2015). Beyond big data: Using social MDM to drive deep customer insight. [Place of publication not identified]: IBM Press.

Teaching methods

During the course, independent study of literature, lectures and exercises will alternate. Towards the end of the course, the students will carry out a project based on an assignment from a partner organisation as group work. At the final session of the course, groups will present the results of their work to the client.

Independent study of the theories and concepts of the subject area
Classroom and distance lectures
Expert lectures
Individual and group assignments that are completed throughout the duration of the course
Partner organisation development project

Employer connections

Expert lectures
Organisation case

Exam schedules

The learning assignments during the course will be completed in accordance with the timetable given at the beginning of the course.

Student workload

Lectures 27 h
Virtual learning 27 h
Exercises 54 h
Independent work 27 h

Assessment criteria, satisfactory (1)

Adequate 1
You understand the main concepts, theories, and methods of customer insights and you are able to describe the implementation with them. You address the topic from different points of view. You interpret the results and present development suggestions. You work in different problem solving situations independently and according to given instructions. You recognise your interaction skills and you are able to work in a goal-oriented way in groups. You disclose and rationalise your perspectives. You take responsibility for your work. You can evaluate and recognise the objects of improvement in your own expertise in relation to customer insights. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

Satisfactory 2
You understand the main concepts, theories, and methods of customer insights and you are able to implement these in the rationalisation of your conclusions. You can present applicable solutions based on the results. You have the practical skills to survive known situations. You can co-operate responsibly in problem-solving situations. You can adapt and develop your interaction skills to different situations. You take responsibility for your peers work. You can evaluate and recognise the objects of improvement in your own expertise in relation to customer insights. Your reporting is logical and illustrative but has some shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying JAMK reporting instructions.

Assessment criteria, good (3)

Good 3
You can analyse and categorise the main concepts and theories of customer insights in your conclusions. You can combine different knowledge, skills and methods in problem solving situations. You can analyse and compare results and present an applicable solution based on them. You manage the practical skills you need to work independently. You show skills of solving problems related to this line of business. You can organise and take responsibility for your group’s work. You can argument your points of view in interaction. You can analyse and reason your expertise and improvement points in customer insights. Your reporting is coherent, justifiable and illustrative. Your text is structured and there occurs occasional language and style errors. You follow JAMK reporting instructions.

Very good 4
You can evaluate, analyse and utilise the main concepts and theories of customer insights in your conclusions. You can evaluate and explain the results and the process leading to them based on the set objectives. You show the ability to differentiate the relevant aspects and make a justifiable decision in multifunctional problems within this line of business. You can present applicable conclusions and development suggestions. You possess practical skills in which you apply the knowledge. You can organise the work of the community and take responsibility for the group tasks and problem solving. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You take responsibility for the development of the group and the individuals in it. You can analyse your expertise in different sectors reflectively and show your improvement in regards to customer insights. Your reporting is logical, analytical and professional. Your text is structured, fluent and mainly error-free. You follow JAMK reporting instructions.

Assessment criteria, excellent (5)

Excellent 5
You can critically evaluate and utilise the main theories, concepts, research, methods and principles of customer insights in your solutions. You can define and interpret the central concepts and theories in this line of business based on accurate knowledge and research publications. You can produce new points of view and make generalisations. You evaluate, analyse and compare the process, results and recommendations in relation to set objectives and criteria. You possess the practical skills to develop the operations. You lead in a goal-oriented way, by taking responsibility for the projects and tasks in complicated problem solving situations. You work in co-operation and produce new and creative solutions by anticipating changes in the operating environment. You take responsibility for the development of the group and the individuals in it. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You reflect and develop your expertise in customer insights critically, comprehensively and diversely. Your report cogently, presenting a logical and clear entity. You show critical thinking and your text is argumentative, insightful and almost error-free. You follow JAMK reporting instructions.

Qualifications

Markkinoinnin perusosaaminen

Further information

The course assessment methods include:
Competence assessment and feedback on the individual assignment being assessed.
Competence evaluation and feedback on competence related to the organisational development project.
Assessment of competence and active contribution made in exercises.
Assessment of own competence related to the organisational development project.
The group’s peer assessment related to the organisational development project.