Customer Insight (5 cr)

Evaluation scale

0-5

Content scheduling

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.

Objective

The student knows the most common consumer insight theories, analysis and concepts. The student knows the theory of qualitative research and is able to utilize qualitative research methods in consumer studies. The student understands the meaning of the collection, deployment and interpretation of information that allows a business to acquire, develop and retain their customers. The student understands the intersection between the interests of the consumer and features of the brand. The student is able to study and analyze consumers’ underlying mindsets, moods, motivation, desires, aspirations, and motives that trigger their attitude and actions. The student is able to utilize the consumer insights in business management.

Content

Qualitative research methods, customer insight analysis, customer intelligence, customer understanding, customer needs and motivations, customer behavior, customer lifetime value

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.

Teaching methods

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.

Completion alternatives

Accreditation (replacement and inclusion)
Recognition of prior learning and experience acquired in other ways
More detailed instructions can be found from the Degree Regulations and the Study Guide

Student workload

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

Assessment criteria, satisfactory (1)

Sufficient 1
The student partly recognizes the core concepts and/or methods of customer insight. He/she has poor knowledge needed to work in the customer insight field, so he/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.

Satisfactory 2
The student partly recognizes the core concepts, theories and methods of customer insight. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.

Assessment criteria, good (3)

Good 3
The student has wide knowledge of the core concepts, theories and methods of customer insight. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems in the customer insight field. The student participates in co-operation quite actively and in a diverse way. He/she can evaluate his/her own know-how in a realistic way.

Very Good 4
The students knows and can evaluate the broad theories of customer insight, core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of customer insight. He/she displays his/her ability to solve complex problems in the field. The student participates in co-operation by taking part interactively. He/she is committed to co-operate. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.

Assessment criteria, excellent (5)

Excellent 5
The student knows and can critically evaluate broad theories of customer insight, core concepts and methods. The student can synthesize a number of different theories to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of customer insight, and the ability to make decisions and innovative solutions in unpredictable business environments. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and ensures the success of others. The student has a positive attitude. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way. The student takes responsibility for the development of the individual and the group.

Qualifications

Basics of Marketing

Further information

Open studies 3
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.