Study Guide

Objective

Learning Outcome:
The student understands the principles of customer experience and purchasing behavior as part of a profitable business.
The student knows the factors influencing the purchasing decision of both the consumer and the organization and is able to analyze the factors influencing the making of a purchasing decision.

Content

Consumer decision-making process and purchasing behavior path
Organizational purchasing process and influencing factors
Identifying the customer experience process
Developing, measuring, and evaluating the impact of customer experience
Customer experience in the digital age

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student utilizes, compares, and applies key concepts and perspectives related to customer experience and purchasing behavior. The use of the concepts is diverse, expert and justified.
The student is able to effectively combine and apply previous marketing skills.
In the assignment, the student demonstrates critical appraisal and considers the future challenges of customer-centric marketing. The objectives of the task are achieved on their own initiative and in a self-directed manner.

Assessment criteria, good (3)

The student describes and explains the main contents of the key concepts and elements of the customer experience and purchasing behavior. The use and exploitation of concepts is consistent and logical.
The student is able to utilize the most suitable customer-centric marketing processes and perspectives. The student acts independently and is able to consistently justify his / her solution.

Assessment criteria, satisfactory (1)

The student names, understands, and partially utilizes key content and basic concepts related to customer experience and purchasing behavior. The use of knowledge is still descriptive and there are shortcomings in forming a clear whole picture.
The student is able to choose appropriate aspects related to marketing. Utilization of previously learned knowledge and skills will be partially realized.
The student still requires guidance.