Customer Insight and Marketing (5cr)

Evaluation scale

H-5

Objective

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Content

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Location and time

The study unit is executed during the weeks 5-9 in spring semester 2020. Teaching takes mainly place at Jokiväylä Campus, Rovaniemi. Part of the learning environment is Rovaniemi surroundings.

Materials

The four themes of the study are: Customer Insight, Basics of Marketing Theories, Changes in consumer behavior and Service Excellence. The material is updated in the beginning of the study. There will mainly be articles, blogs, webinars with lecture material as a reading material. In addition, all material recommended by visitors and commissioner is taken into account.

Teaching methods

Lectures, visitors, visit, different kind of workshops,independent and group study, exam, case study (project) of an international event.

Employer connections

The study unit is integrated to an international event.

Exam schedules

The individual exam takes place in week 9.
The planning, implementation and assessment of the case study (project) is executed during the weeks 6-8.
The presentation of the case study in groups takes place in week 8.

International connections

The study unit is integrated to an international event.

Student workload

The Implementation plan and content (themes) of the study:
Week 3, Pre-reading and orientation of Customer Insight.
Week 5, Customer Insight - principles and practices: Kick Off, introduction of the study unit and pre-reading assignment/discussion. Let's go to the woods. A day to experience customers emotions. Independent study of the week theme
Week 6: Concepts of Marketing and Sales: Intro lecture and discussion/assignment. Visitor. Case study commission presentation. Independent study of the week theme.
Week 7: Changes in Customer Behavior: Intro lecture, discussion/assignment. Independent study of the week theme. Happy Valentines!
Week 8: Service Excellence: Lecture/Visitor, applied service excellence task. Independent study. Case study (project) preparations, rehearsals and presentation.
Week 9: Individual exam and feedback discussion. Feedback of the commission.

Assessment criteria, satisfactory (1)

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Assessment criteria, good (3)

Good (3)
The student is able to describe the principles of customer insight in tourism business. He/she is able to recognize and describe the changes in customer behavior and the impacts on the operating environment. The student is able to describe the main concepts and principles of service marketing and sales. In addition, he/she is able to apply the Service Excellence concept in customer service, as well as communicate and use subject related terminology in English.
Very good (4)
The student is able to describe versatilely the principles of customer insight in tourism business. He/she is able to recognize and analyze the changes in customer behavior and the impacts on the operating environment. The student is able to describe versatilely the main concepts and principles of service marketing and sales. In addition, he/she is able to describe and apply the Service Excellence concept in customer service and communicate and use subject related terminology in English fluently.

Assessment criteria, excellent (5)

Excellent (5)
The student is able to describe and justify the principles of customer insight in tourism business. He/she is able to analyze and evaluate the changes in customer behavior and the impacts on operating environment. The student is able to describe and justify the main concepts and principles of service marketing and sales. In addition, he/she is able to describe and apply the Service Excellence concept in customer service and communicate and use subject related terminology in English fluently and correctly.

Qualifications

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