Study Guide

Objectives (course unit)

The aims of this course are threefold. It provides the students understanding in customer intelligence: how to collect and analyze customer information in a reliable and useful way. It also gives the students basic knowledge of the necessary research approaches for their final thesis and possible further studies. In addition the course includes a project management module to develop skills in managing a multicultural business project. After completing the course the student will be able to plan and execute a customer oriented research and development project in a scientifically reliable way.

Content (course unit)

Key questions:
- What are the principles of valid and reliable research for business or academic world?
- Which tools and methods can be used in increasing the understanding of customer needs to co-create customer value?
- How to refine research data to customer intelligence?
- How to communicate the results in an interesting way?
- How to manage a research and development project successfully?

Prerequisites (course unit)

None

Further information (course unit)

The course consists of lectures, exercises and the planning and execution of a customer related r&d project for a company or organization.

Contents of the lectures: - Introduction: What is customer intelligence, What is academic research - Collecting and analyzing data in a reliable way - Introduction of qualitative methods - Introduction of quantitative methods - R&D process - Project Management principles

Research and Development Project: Student teams find themselves a customer organization with an information and development need, execute data collection and analysis and give development suggestions based on their analysis. The outcomes will be presented in a public seminar, which is planned and managed by the students themselves.

There will be two implementations of the course, one in the autumn semester and another in the spring.

Assessment criteria, satisfactory (1-2) (course unit)

The student has rudimentary knowledge of quantitative and qualitative research methods, including data collection methods such as surveys, interviews and observations. He/she is capable of collecting and analysing basic customer data. The student has elementary skills in planning and implementing a research project in the context of customer intelligence.

Assessment criteria, good (3-4) (course unit)

The student has advanced knowledge of quantitative, qualitative and mixed research methods, including diverse data collection methods such as surveys, interviews and observations. The student knows the difference between primary and secondary data. He/she is able to select suitable data collection methods for a variety of situations and provide reasons for the selection. The student knows how to collect and analyse customer data. He/she is able to utilise the gained insights to improve business processes. The student is skilled in planning and implementing a research project in the context of customer intelligence

Assessment criteria, excellent (5) (course unit)

The student has excellent knowledge of quantitative, qualitative and mixed research methods, including diverse data collection methods such as surveys, interviews, observations, document analysis and others. The student knows the difference between primary and secondary data. He/she is able to select accurate data collection methods for a variety of situations and justify reasons for the selection. The student knows how to collect and analyse customer data. He/she is able to utilise the gained insights to improve business processes. The student has profound skills in planning and implementing a research project in the context of customer intelligence. The student thoroughly understands how data, analytics, and insights work together.

Exam schedules

Will be announced later.

Assessment methods and criteria

- Basics of Research, qualitative and quantitative methods 25%
- Project Management (exercises, project planning and reporting, final seminar arrangements) 30%
- CI project, 45% including the written plan, execution and final report and participating & presenting in the final seminar (teamwork). Peer evaluation may affect the grade of this part.
All parts must be passed in order to get the final grade.

Assessment scale

0-5

Teaching methods

contact teaching
exercises
practical work / research project

Learning materials

Lecture slides and other material given in the lectures.
Brown, T.J. and Suter, T. 2012. MR, USA: South-Western

Student workload

The total of the course is 8 credits meaning about 215 hours of student work altogether. Contact teaching and consultation will be about 90 hours. Students' individual work is about 125 hours. Hence, it should be noticed that a great part of the course work is done outside the class hours both independently and in team meetings and the students are required to commit to the teamwork.
The detailed course plan will be introduced on the first class.
As deliverables students will produce the following:
- contract with the customer
- team agreement
- project- and research plan
- final research report
- project end report
- presentation (10 min) with visual material in the closing seminar (that customers will participate, too)

Content scheduling

Period 3
Introduction to customer intelligence and research (S Matala)
Quantitative methods in customer intelligence (A Somlósi-Kovács)
Qualitative methods in customer intelligence (S Matala)
Project management (T Soini)
Period 4
R&D Project, coaching (T Soini, A Somlósi-Kovács)
Project management (T Soini)
Final seminar arrangements
Final seminar (MANDATORY PARTICIPATION)

Completion alternatives

None. Course is a team project that requires intensive participating.

Practical training and working life cooperation

Student teams will find themselves a business company or other organisation to be their customer in the practical Customer Intelligence / Research project and work in close cooperation with it throughout the whole course.

Further information

Tuomo Soini
tel. 040 731 7995
tuomo.soini@tuni.fi

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

No participation in team project working or very poor.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the premises and principles of research, customer intelligence and project management. Student recognizes, is able to determine and use the concepts and models of customer intelligence and project management.
The grade of the team project remains on the level 1 - 2.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of customer intelligence and project management well and is able to conduct reasoned analysis. The grade of the team project is 3 - 4.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of customer intelligence and project management in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. The grade of the team project is 4 - 5 and the individual exercises as well as participation in the class are on an excellent level.