Customer Intelligence, Research and Project Management (PILOT VERSION) (8 cr)

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

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.

Location and time

Orientation and Business case introductions week 36. Kick-off on Monday August 3 at 2:15 in class B5-28.

Exam schedules

No exam

Assessment methods and criteria

Course evaluation consists of
- The quality of the research plan (formulation of the research problem, ability to choose appropriate research strategy and data collection method and capability to design a credible project plan)
- The quality of the research report (accuracy, completeness and clarity)
- The team performance in conducting the research according to the plan (ability to collect useful information from the target group, ability to analyze data with appropriate methods)
- Individual activity during classes and in the team (evaluated by peers and coach)
The products and the process have approximately 50-50 weigh in the final grade.

Assessment scale

0-5

Teaching methods

Collaborative learning, self studies, team project

Student workload

Intensive studies during 1st period. Students have the opportunity to concentrate on this course only. The course is 8 cr, which means approximately 216 hours of student work. When dividing it to 5 weeks, it allows students to concentrate on the project full time.

Content scheduling

Business case introduction and team organizing week 36.
Basics of customer intelligence and research are given during week 37.
Thereafter, theoretical knowledge will be acquired in the course of the project.
Rough timeline: Research plan week 37-38, data collection weeks 38-39, data analysis and reporting weeks 40-41.

Practical training and working life cooperation

The research project will be conducted for a commissioner as part of a bigger development project.

Further information

This course is part of the pilot module where the studies are integrated with module studies in Innovation Management and Experience Economy, all linked with a real business life case. This course will start a larger project with a marketing research related to the business case. Open only for students who have chosen the pilot module.