Study Guide

Objectives (course unit)

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 .

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 unit)

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

Assessment criteria, satisfactory (1-2) (course unit)

The student is able to identify phases of traditional marketing planning process, and recognise the impact of global context. The student is able to describe the concept of customer value and is able to participate in a marketing development project based on a given procedure like design thinking.

Assessment criteria, good (3-4) (course unit)

The student is able to compare traditional marketing planning process to modern value-based strategic marketing planning also in a global context. The student is able to apply modern development tools like design thinking into strategic level problem solving. The student takes responsibility in the group activity developing solutions to a strategic level problems.

Assessment criteria, excellent (5) (course unit)

The student is able to analyse the impacts of the use of traditional marketing planning process compared to modern value-based strategic marketing planning in a global context. The student is able to apply strategic planning tools such as design thinking, and find creative solutions into strategic level problems. The student takes leading role in the group activity showing understanding of the features and needs of the industry in question.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

All the assignments given must be submitted on the given schedule. The schedule will be given in the first class.
Group assignments presentation according to schedule in class.

Assessment methods and criteria

According to TAMK evaluation criteria (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

Green, M. C., & Keegan, W. J. (2020). Global Marketing, Global Edition, 10th edition
Hollensen, S. (2020). Global marketing (8th edition.). Pearson.
Additional course material, such as blogs, videos, blogs, and short articles, will be provided in Moodle Workspace.

Student workload

According to the TAMK schedule, ECT credits, and Moodle timing instructions: A course of 5 credits will mean a workload of approximately 135 hours. which will be divided as follows: 20 hours of classes, 40 hours of group assignments casework, and reporting: and 60 hours of learning diary:
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time

Content scheduling

Global marketing in the firm
Global Market Segmentation, Targeting and Positioning
International product and branding decisions
Global marketing and pricing decisions
Global marketing communication decisions
Global distribution decisions

Completion alternatives

Not Applicable

Practical training and working life cooperation

Project work/case studies
During the course, the students will work in small groups. The casework may require working with the company representative.

International connections

The course is a part of International Business Studies, so the international aspects are an important part of studying in general. An international point of view is taken into consideration whenever global marketing is discussed.