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Block-2 Understanding Consumers

Block-2 Understanding Consumers

Code: RUC1RX002
Extent: 10-ECTS (270 h)
Timing: Year-1 | Period 5 & 1
Language: English
Level: Basic studies
Type: Compulsory

No prerequisites, however this block is open to RB1X students only

Block description
Consumption is one of the most important activities for human beings, and in today’s consumer society we are all consumers. The central theme in this block is the consumption of experiences and its understanding. Consumers (a.k.a. customers, guests, tourists, visitors, users, participants, audience, public, attendees, and alike) are like chameleons, difficult to spot and fickle. As consumers change as quickly as their environment, this study-block offers participants an innovative approach that allows future Experience&Wellness professionals to identify and understand these new 21st-century consumers. The fundamental premise of the study-block is that Experience is seen as the moment when production and consumption meet (prosumption). Participants will examine questions related to this presumption moment, and will learn when, how and why prosumers consume Experiences and how their decision making process and behaviour is affected by needs, motivation, expectation, perception, attention, memory, awareness, attitudes, judgment, choice, satisfaction, loyalty, and many other. In uncovering answers to these questions, participants will develop a deep understanding of consumers and prosumers within Experience&Wellness context, while developing a consumer analysis 'toolbox' for making informed decisions about management. As connecting with consumers is the key to success, this study-block hits the bull’s eye as it explains the keys to understanding, classifying and reaching today's 'chameleons'.

Block subjects
This block is composed by the following subjects:
Sj1: Services Management and Research; Sj2: Consumer Behaviour; Sj3: Consumer Relationships; Sj4: Consumer Experiences; Sj5: Consumer Sensory Perceptions; Sj6: Consumer Segmentation; Sj7: Consumer Satisfaction; Sj8: Consumer Technology and Statistics

Cooperation with the business community and other organisations
Students will take part in learning activities about selected local partner organisations or local community members.

International aspects
In this study-block taught in English it is ensured that the learning activities include a global/ international perspective. The Facilitators infuse international elements into the learning content and international resources are used in the courses readings. The facilitators also use instructional methods appropriate to a culturally diverse student population. International guest speakers are always sought.

Learning and teaching methods
In this study-block three main learning methods are used: (1) classroom learning; (2) directed learning; and (3) self-directed learning. A proportion of the hours provide the opportunity for teaching contact between students and experts (facilitators and industry partners). Classroom learning takes the following forms: interactive lectures and small group discussions. Various forms of directed learning are used, in the courses such as individual and group assignments. Self-directed learning is also an important part of the courses of this study-block, and students are encouraged to develop the ability to learn on their own and thus take more responsibility for setting the objectives of their learning. Students should put emphasis on text review and vigorous reflection (and debate). This is particularly important to explore and develop ideas from specific texts and evaluate issues related to Understanding Consumers. Reading texts support the learning activities. In short: 120 hours of classroom learning + 149 hours of directed and self-directed learning. The assessment of one’s own learning 1 h.

Assessment criteria
100% Assignments
The assessment of one’s own learning does not influence the grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed online in WinhaOpaali.

Handouts and essential reading list posted in Moodle

Course Management System (CMS)
The Course Management System used in this course is MOODLE

Feedback and Development
› The facilitators will provide students with feedback, and students will be asked to complete an anonymous feedback form at the end of each course. The courses will be improved based on student feedback.

Recognition of Prior Learning, RPL  (in Finnish AHOT)
Studies (in form of courses or parts of courses) completed at other educational institutes and/or work experience are not accredited as such in this course directly, but the required competences can be demonstrated by a 'skill test', individually agreed with the facilitator.

Dr. Mário Passos A.; Mr. Kristian Sievers; Mr. Markku Halmeenmäki; Ms Soile Kallinen; Dr. Johanna Rajakangas-Tolsa; Dr. Teemu Moilanen; and Ms Leena Grönroos