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Customer Insight 1

Customer Insight 1

Code: SAL1LC101
Scope: 5 ECTS
Timing: 1st semester
Language: English
Curriculum: Porvoo Campus 2017
Module level: Basic studies, level 1
Module type: Compulsory 

Starting level and linkage with other modules 

The module has no prerequisites. This module is linked with all the level 1 modules of the Campus 2017 curriculum. This module, offered in Semester 1, is part 1 of the upcoming module, offered in Semester 2, with the similar name. The module contents will be implemented through semester projects.  

Learning objectives and assessment  

The module is a part of basic studies in Porvoo Campus competence-based curriculum and advances the following competences: e.g., customer understanding and service, understanding how to find and maintaining customers, customer lifecycle, customer analysis, focus on customer experience, communication and argumentation, active listening and rapport building and skillful communication. There are also other parallel implementations of this module with the same objectives yet with a different industry specific focus. 

Grade 1
The student understands how to find and maintain customers by choosing and using research and development methods when aided and guided by others. S/he has difficulties in evaluating different customer types and changing communication accordingly. S/he has a limited ability to recognise and follow customer needs as well as focus on customer experience. The student is able to use different sales and marketing communication channels only with assistance. S/he is able to display only a poor level of customer orientation. The student participates in the project planning, implementation and evaluation with a minimal input. The student is able to operate only when the task and instructions are given and when s/he is aided by other students and the supervisors. 

Grade 3
The student understands how to find and maintain customers by choosing and using relevant research and development methods. S/he is able to evaluate customer types and change communication accordingly. S/he can recognise and follow customer needs as well as focus on customer experience. The student has a rather good ability to use different sales and marketing communication channels. S/he is able display some level of customer orientation. The student participates in the project planning, implementation and evaluation independently and makes use of the advise available. The student is able to operate when the task and instructions are given. 

Grade 5
The student understands how to find and maintain customers by choosing and using relevant research and development methods. S/he is able to evaluate customer types and change communication accordingly. S/he can recognise and follow customer needs as well as focus on customer experience. S/he is able to use different sales and marketing communication channels. The student participates proactively and with goal-orientation in the project planning, implementation and evaluation. The student is able display excellent customer oriented mindset. 

Recognising and validating prior learning (RPL) 

If students have acquired the required competence in previous work tasks, recreational activities or in other studies, they can show the competence with a demonstration and progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet

Connections to business life  

Company visits, guest lecturers and workshops in cooperation with different companies and organisations.   

Internationality 

Possibility to work with international teams and instructors. Guest lecturers from international organisations and partner universities. International learning materials.   

Contents 

  • Customer understanding (1st and 2nd semester) 
  • Tools to identify customer needs and expectations (1st and 2nd semester) 
  • Consumer behaviour (1st and 2nd semester)
  • Customer journey (1st and 2nd semester)
  • Customer experience management (1st and 2nd semester)  
  • Sales and marketing communication (2nd semester)

Learning methods 

All competences are implemented in learning activities jointly with other modules. The methods used in the learning activities are e.g.: 

Inquiry learning
Project work
Case studies
Role play
Peer-to-peer learning 
Tutorials 
Debates  
Study tours and company visits 
Lectures and workshops   
Independent study and teamwork  
The assessment of one’s own learning  

Assessment 

The assessment methods are defined in the implementation plans. The assessment methods may include: 

Individual assignments 
Project output
Exams
Peer assessment  
Self-assessment   
Commissioners’ assessment 

The self-assessment (through Winha) of one's own learning does not influence the module grade. The self-assessment and students’ feedback to the module will be used for the module development. The feedback is collected via an electronic form. 

Instructor(s) responsible 

Marika Alhonen, Porvoo

Learning materials 

Books on the content topics   

E-books and online articles  

Companies’ web-portals 

Industry related reports and statistics 

Relevant media, news agencies, quality press, etc.  

Social networking tools   

Instructors’ own materials, materials produced by students.