Customer Insight and Customer Experience (3 cr)
Code: LB10030-3001
General information
- Enrollment
- 01.10.2023 - 31.10.2023
- Registration for the implementation has ended.
- Timing
- 08.01.2024 - 16.02.2024
- Implementation has ended.
- 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
- Varpumaria Jeskanen
- Teacher in charge
- Varpumaria Jeskanen
- Groups
-
LBNS22Bachelor of Business Administration, International Business, Fall, 2022
- 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
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