Buying Behavior and Customer ExperienceLaajuus (5 cr)

Objective

Students will understand the service business where the service forms the basis of creating value. They will recognise processes and development needs associated with different services. They will be conversant with the special features of services marketing, while understanding the importance of customer satisfaction and customer relations thinking as parts of profitable business operations.

Content

Consumer behavior - online/blended course (3 cr)
- Basic concepts of consumer behavior
- Consumer's purchase decision process
- Psychological factors affecting consumer buying behavior
- Reference groups and their impact on buying behavior
- Cultures and business challenges in the global context
- Changes and trends in consumer behavior
- Purchasing process and organizations as buyers

Customer experience formation (2 cr)
- Developing the service experience (RDI project)

Assessment criteria, excellent (5)

The students are able to use, compare and apply the fundamental concepts and perceptions of service business operations and consumer behaviour. They use such concepts expertly, in a variety of ways and can justify their use. The students are able to effectively combine and apply previous marketing competence in the development assignment. They demonstrate an ability critical assessment in their assignment and take the future challenges of service business operations into account. The aims of the project assignment are achieved independently in a self-directed manner.

Assessment criteria, good (3)

The students are able to describe and explain the fundamental concepts and contents of service business operations and consumer behavior. They use concepts logically and systematically in the development assignment. The students are able to use the most suitable customer-oriented service business processes and approaches. The students work independently during the project and can justify their solutions systematically.

Assessment criteria, satisfactory (1)

The students are able to name, understand and to some extent use the fundamental contents and basic concepts of service business operations and consumer behaviour. Their approach remains descriptive and their overall perception of the assignment may remain somewhat cursory. The students are able to select suitable service process linked perceptions for the development assignment. They are able to use previously acquired skills and knowledge to some extent and they still require supervision.