Strategic International MarketingLaajuus (5 cr)

Objectives

This course will deepen the participants’ knowledge and understanding of customer behavior.
The participants will examine and learn to apply both quantitative and qualitative methods to collect and analyze customer information. They will examine the concepts of value creation and customer / user centric design of products and services and the role of customer data as an essential part of strategy development and balanced scorecard.

After completing the course, the participants will be able to
- explain the role of customer analysis and insight in strategy development
- describe the impact of the global context in customer analysis
- apply the concept of service oriented design
- employ the methods of customer and target group analysis
- use various tools to develop his/her own business and design innovative new concepts based on customer and market insight
- develop customer centric metrics for balanced scorecard

Content

Course contents
- customer oriented strategy
- value creation and value co-creation
- design thinking
- customer insight methods