Study Guide

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