Customer Intelligence, Research and Project Management (8cr)

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)

-

Location and time

The course starts on Tuesday, August 28 at 14:15 in class C2-09. There will be contact teaching in general twice a week for 3 hours.
The last meeting is December 12th in the form of a feedback session. After this meeting the students must finalize their report to the co-operating organization and deliver it.

Exam schedules

Will be announced later.

Assessment methods and criteria

Basics of CI and Research, qualitative and quantitative methods 25%
- Class activity and quality of the research & project plan (research plan part)

CI project, 40% (teamwork!)
- appropriate execution of the research (data collection, analysis and written report)
- qualitative study is included in the report
- Presentations in the closing seminar
Peer evaluation may affect the grade of this part.

Project Management 30%
- Class & team activity, proper commission forms and team agreements
- Quality of the research&project plan (project management part)
- Closing seminar arrangements
- Quality of project closing report
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 60 hours. Students' individual work is about 160 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:
- project charter
- project- and research plan
- final research report
- project closing report
- presentation (10 min) with visual material in the closing seminar

Content scheduling

Period 3
Introduction to customer intelligence and research (T Andersson)
Quantitative methods in customer intelligence (T Andersson)
Qualitative methods in customer intelligence (S Matala)
Basics of project management (T Soini)
Period 4
R&D Project, weekly coaching (T Andersson, S Matala and T Soini)
Project management clinic (T Soini)
Final seminar arrangements
Final seminar MANDATORY PARTICIPATION
NOTE! Participation in the InnoEvent week is also a mandatory part of the course

Completion alternatives

None

Practical training and working life cooperation

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

Further information

Tuula Andersson
tel. 040 800 4271
tuula.andersson@tamk.fi

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

One or some of the three main parts is failed.

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

The three parts have been executed sufficiently:
Customer contract and team agreement have been submitted but they are superficial and miss some information.
Research & project plan contains inconsistencies and/or have some mistakes or missing information.
The research execution is not in accordance with the plan, or has been executed somewhat carelessly, however the research is completed, the results are presented and project closing report is submitted. The results of the research can only be applied partially
The total grade based on the weighed grades of the three parts is 1-2 or the grade is decreased based on the peer evaluation (inactive participation in the teamwork).

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.The three parts have been executed well:
Customer contract and team agreement have been properly submitted with no mistakes.
Research & project plan is consistent and appropriate to the research problem and have only minor mistakes or missing information.
The research execution is mainly in accordance with the plan, and has been well conducted, reported and presented. The analysis is adequate but not elaborate. The research questions are answered and some recommendations made. Results are applicable for the business.

The total grade based on the weighed grades of the three parts is 3-4 or the grade is increased based on the peer evaluation (active participation in the teamwork).

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

Student has achieved the objectives of the course excellently. The three parts have been executed showing good capability to conduct fluent and reasoned analysis and to apply the learning:
Customer contract and team agreement have been properly submitted with no mistakes.
Research & project plan is exceptionally well structured and appropriate to the research problem and has no mistakes or missing information.
The research execution is well in accordance with the plan, and has been meticulously conducted, reported and presented. The analysis is elaborate, more methods than just frequency analysis is used. The research questions are answered and several well reasoned recommendations made. Results are applicable for developing the business

The total grade based on the weighed grades of the three parts is 5 or the grade is increased based on the peer evaluation (active participation in the teamwork).

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

Student fails the exam or the R&D project (teamwork) is not accepted or remains on the level 1.