Customer Insight (5 cr)

Content scheduling

You will learn the theory behind the different stages of the customer insight process through lectures and lecture assignments. You will apply them to practice in a project carried out as a group project.

Objective

Purpose of the Course

In this course, you will familiarize yourself with the customer understanding process designed for business development and apply this process to practical examples. After completing the course, you will have the skills to plan and implement processes that refine information into customer insights and further develop concept ideas that benefit the company.

Competencies of the Course

Business competence. The students are able to utilise knowledge-driven leadership to support decision-making.
Proactive developmen. The students solve problem situations creatively and reforms operating methods together with others.

Learning Objectives of the Course

Upon completing the course, you will have a deep understanding of the theories, analyses, and concepts related to comprehending the customer. You will grasp the significance of collecting, utilizing, and interpreting both internal and external data in creating customer understanding. You will recognize various data collection methods used in enhancing customer understanding. You will be familiar with key qualitative research methods and be able to apply them in practice. You will understand the importance of information and customer understanding in innovation. You will know how to leverage profound customer insights to develop a company's business.

Content

Key themes covered in the course include customer intelligence, qualitative research, web analytics, customer profiles, customer needs and motivation, consumer behavior, customer insight, concept ideas, and innovation.

During the course, you will become acquainted with the tools and processes used to gather customer insights for identifying and developing new product opportunities, marketing communication solutions, and the core message of a brand.

Materials

Arantola, H. & Simonen, K. 2009. Palvelemisesta palveluliiketoimintaan: Asiakasymmärrys palveluliiketoiminnan perustana. Helsinki: Tekes.
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

Customer insight is a course implemented in contact teaching. You will also study in the Moodle learning environment. In Moodle, you can find the course instructions, schedules, assignments and study materials.
In contact lessons, the topic is explored through lectures and other learning materials. You will also participate in completing a customer insight project in groups where you apply the theory into practise. In groups, you reflect and share what you have learned communally with your peer students.

You will participate to the first contact lecture, which will confirm your attendance during the course.

Guidance
You will receive guidance in contact teaching directly from the teacher and in the Moodle learning environment (e.g. questions and answer column). You can also get guidance from your peer students.

Feedback
You will receive qualitative assessment and feedback on your group assignment.
You give feedback on the course (final feedback) on the implementation.

Exam schedules

Multiple choice exam at the end of the course, implementation in Moodle learning environment. Two re-sit possibilities are given.

International connections

An internationalization perspective is applied to this implementation using international examples and material on current topics in customer insight.

Student workload

Orientation (2 hours): You will become familiar with the learning objectives, content and tasks; you will plan your time management and personal learning goals.

Theoretical knowledge (70 hours): You will participate in lectures and study independently. You will prepare for the exam.

Applied competence (60 hours): You will actively participate in individual and group tasks that apply theory and act as an active member of the group, providing different perspectives on concrete examples.

Self-assessment and course evaluation (3 hours): Finally, you will evaluate your own learning and the implementation of the course.

Assessment criteria, satisfactory (1)

Sufficient 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

Basics of marketing

Further information

The assessment of the assignments is based on the assessment criteria of the course, in addition to which you assess your own learning. Passing the course requires passing all assignments.

Customer insight -project (group assignment, assessment 1-5; 50 % of the evaluation)
Multiple choice exam at the end of the course (individual exam, assessment 1-5, 50 % of the evaluation)
Active participation in lectures and workshops (80 % attendance requirement)

The course follows the updated Arene recommendations and Jamk rules in the utilization of artificial intelligence, instructions and possible ethical issues.