Customer Insight and Customer Experience (3cr)
Code: LB10030-3003
General information
- Enrollment
- 01.10.2025 - 31.10.2025
- Registration for the implementation has ended.
- Timing
- 12.01.2026 - 13.02.2026
- The implementation has not yet started.
- Number of ECTS credits allocated
- 3 cr
- Local portion
- 3 cr
- Mode of delivery
- Contact learning
- Unit
- International Business (BB)
- Campus
- Wärtsilä Campus Karjalankatu 3
- Teaching languages
- English
- Seats
- 25 - 35
- Degree programmes
- Degree Programme in International Business
- Teachers
- Janita Ylitalo
- Teacher in charge
- Janita Ylitalo
- Groups
-
LBNS24Bachelor of Business Administration, International Business, Fall, 2024
- Course
- LB10030
Evaluation scale
H-5
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
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
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
On campus lectures and exercises around real business cases.