Opinto-opas

Osaamistavoitteet

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.

Sisältö

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?

Esitietovaatimukset

None

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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

Arviointikriteerit, kiitettävä (5)

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.

Lisätiedot

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.