Customer Insight and Customer ExperienceLaajuus (3 cr)
Code: LB10030
Credits
3 op
Teaching language
- English
Responsible person
- Varpumaria Jeskanen
Objective
You familiarise with the key concepts of customer behaviour and decision making as well as the steps of a purchase process in both theory and practice. You can apply this knowledge about customer needs and buying behaviour to create a buyer profile. You learn how to describe and analyse customer journeys in developing and enhancing multichannel customer experience, engagement and long-term customer relationships.
Content
- Framework and concepts of customer needs and behaviour analysis
- Elements and influential factors of a purchase process and decision making
- Customer profiling and value creation
- Describing and analysing customer journeys to develop customer experience
- Adopting the gained knowhow in establishing and enhancing customer relationships and marketing effectiveness
Enrollment
01.10.2024 - 31.10.2024
Timing
07.01.2025 - 21.02.2025
Number of ECTS credits allocated
3 op
Mode of delivery
Contact teaching
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
25 - 35
Degree programmes
- Degree Programme in International Business
Teachers
- Varpumaria Jeskanen
Teacher in charge
Varpumaria Jeskanen
Groups
-
LBNS23Bachelor of Business Administration, International Business, Fall, 2023
Objective
You familiarise with the key concepts of customer behaviour and decision making as well as the steps of a purchase process in both theory and practice. You can apply this knowledge about customer needs and buying behaviour to create a buyer profile. You learn how to describe and analyse customer journeys in developing and enhancing multichannel customer experience, engagement and long-term customer relationships.
Content
- Framework and concepts of customer needs and behaviour analysis
- Elements and influential factors of a purchase process and decision making
- Customer profiling and value creation
- Describing and analysing customer journeys to develop customer experience
- Adopting the gained knowhow in establishing and enhancing customer relationships and marketing effectiveness
Teaching methods
Key learning objectives
- Framework and concepts of customer needs and behaviour analysis
- Elements and influential factors of a purchase process and decision making
- Customer profiling and value creation
- Describing and analysing customer journeys to develop customer experience
- Adopting the gained knowhow in establishing and enhancing customer relationships and marketing effectiveness
Evaluation scale
H-5
Enrollment
01.10.2023 - 31.10.2023
Timing
08.01.2024 - 16.02.2024
Number of ECTS credits allocated
3 op
Mode of delivery
Contact teaching
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
25 - 35
Degree programmes
- Degree Programme in International Business
Teachers
- Varpumaria Jeskanen
Teacher in charge
Varpumaria Jeskanen
Groups
-
LBNS22Bachelor of Business Administration, International Business, Fall, 2022
Objective
You familiarise with the key concepts of customer behaviour and decision making as well as the steps of a purchase process in both theory and practice. You can apply this knowledge about customer needs and buying behaviour to create a buyer profile. You learn how to describe and analyse customer journeys in developing and enhancing multichannel customer experience, engagement and long-term customer relationships.
Content
- Framework and concepts of customer needs and behaviour analysis
- Elements and influential factors of a purchase process and decision making
- Customer profiling and value creation
- Describing and analysing customer journeys to develop customer experience
- Adopting the gained knowhow in establishing and enhancing customer relationships and marketing effectiveness
Teaching methods
Key learning objectives
- Framework and concepts of customer needs and behaviour analysis
- Elements and influential factors of a purchase process and decision making
- Customer profiling and value creation
- Describing and analysing customer journeys to develop customer experience
- Adopting the gained knowhow in establishing and enhancing customer relationships and marketing effectiveness
Evaluation scale
H-5