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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
  • LBNS23
    Bachelor 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
  • LBNS22
    Bachelor 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