Opinto-opas

Tavoitteet (OJ)

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

Sisältö (OJ)

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

Aika ja paikka

TAMK Kuntokatu Campus
14.01.2022 12.30 - 16.30 F1-23
27.01.2022 16.30 - 19.30 B5-31
11.02.2022 12.30 - 16.30 B5-31
07.04.2022 16.30 - 19.30 B3-27
08.04.2022 12.30 - 16.30 B5-31

Tenttien ja uusintatenttien ajankohdat

No exam

Arviointimenetelmät ja arvioinnin perusteet

Essay 20%, individual
Customer project 60%, team
Acting as opponent to another team 20%

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

Co-operative learning, team assignment, essay

Oppimateriaalit

Will be given in the course Moodle

Opiskelijan ajankäyttö ja kuormitus

Most of the course work is done independently. The total computational workload of this 5 credit course is 135 hours, out of which about 16 hours is contact teaching and 120 hours independendt / team work.

Toteutuksen valinnaiset suoritustavat

None

Harjoittelu- ja työelämäyhteistyö

The student teams may execute a development project in marketing for a company of their own choice.

Lisätietoja opiskelijoille

Please, note that the contact teaching sessions will be used in active teamwork: ideation, creating prototypes, and concepts. For that reason, the students should be present or at least available online.