Markkinoiden ja asiakkuuksien analysointi (5 cr)

Evaluation scale

0-5

Objective

The student acquires understanding of customers by studying and formulating customer profiles for his/her business operations by applying research data.
The student can apply his/her research competence as background research data in the analysis of secondary source material and by collecting primary source material himself/herself for a current need using appropriate research methods.
The student learns to weigh the selection of the customer target group as part of a critical success factor of business, and to position the service/product as a choice that produces added value for the customer both in the competitive markets and on the modern market.
The student internalises the principle of continuous development as part of an entrepreneurial work approach in controlling his/her own business operations.

Content

Market structure and future views
Competitive strategies and roles
Markets and customer insight
Customer research and customer profile
Profit

Materials

Kotler, P. 1967 Marketing Management: Analysis, Planning and Control. Englewood Cliffs, N.J.: Prentice-Hall. Porter, M. E. 1985 or other editions. Competitive Advantage. Creating and Sustaining Superior Performance. N.Y.:Free Press.

Completion alternatives

Entrepreneurship courses might be partly accepted.

Student workload

Coached learning 25 h Independent work 110 h Total 135 h

Assessment criteria, satisfactory (1)

5 (excellent) In addition to acquired knowledge of grade 4, the student shows innovative approach in decisions, and identifies new perspectives and possibilities.
4 (very good) In addition to acquired knowledge of grade 3, the student demonstrates nearly comprehensive, critical and analytical command of the above learning objectives.
3 (good)The student demonstrates an understanding of the concepts and special characteristics of business and customership in both theory and practice. He/she knows identifies the competitors and the stakeholders, and can evaluate and choose the key customer groups for promoting added value the continuity of his/her own business. The student student has the skills to search for different customers by conducting several field studies, and he/she utilises peer support systematically.
2 (satisfactory)The student demonstrates an understanding of the concepts and special characteristics of business and customership in both theory and practice. He/she identifies the competitors and knows the stakeholders based on descriptive evidence. The student is able to create the key customer groups in theory.
1 (adequate) The student knows the concepts and special characteristics of business and customership in theory but is lacking variety in applying them in practice. He/she identifies the competitors but is unable to show value proposition of the business idea.
0 (failed) The student is unable to perform the level 1.

Qualifications

The student knows the basics of business logic and entrepreneurship.
Customer-product matrix.
The student knows how the market structure.

Further information

The course is one part of the entrepreneurship path studies. It is recommended having own business idea to be developed further.