Customer Insight (5 cr)

Evaluation scale

0-5

Content scheduling

Individual and group learning assignments and interactive lectures will alternate during the course.

Attendance will be checked three weeks after the course has started. To complete the course, students must complete an orientation assignment, attend the opening webinar and familiarize themselves with the Moodle learning environment.

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. (2006). Customer insight: Uusi väline liiketoiminnan kehittämiseen. Helsinki: WSOYpro.
Arantola, H. & Simonen, K. (2009). Palvelemisesta palveluliiketoimintaan: Asiakasymmärrys palveluliiketoiminnan perustana. Helsinki: Tekes.
Debruyne, Marion. (2014). Customer Innovation: Customer-centric Strategy for Enduring Growth. Kogan Page.
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.
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

The course explores the theories and concepts of the subject area through independent study on Moodle and through interactive presentations and discussions in webinars. The teaching methods include flipped learning and peer learning. The course includes interactive online sessions, expert guest lectures, group discussions, a group assignment, and individual learning tasks.

Guidance for the learning tasks is provided online throughout the course. The teacher gives written feedback on the individually assessed assignment and the group assignment. Peer feedback is provided in the group assignment. The course also incorporates self-assessment to support the evaluation of one’s own learning and competence.

Employer connections

Visiting lecturers

Exam schedules

There is no exam in the course.
The individual learning assignments must be completed and returned during the course.
Group discussions must be attended to in accordance with the course timetable.
Presentations of group assignments must be given in accordance with the course timetable.
The retakes of the learning assignments will be announced at the beginning of the course.

Completion alternatives

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

Student workload

Webinars 11 h
Independent studying 64 h
Learning assignments 60 h

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