Consumer Behavior and BrandingLaajuus (5 op)

Osaamistavoitteet

The student knows consumer decision-making, behavior, and consumption in global and local contexts, recognizing factors influencing consumer behavior. She/he is able to identify customer needs and take into account the customer experience process. She/he knows the essentials of creating customer journeys and personas. She/he knows the key concepts, theories, and methods of brand building and management. She/he knows the connection between strategy and brand, and the role of sustainability in brand management.

Sisältö

• consumer behavior
• consumer decision-making, behavior, and consumption
• customer needs and customer experience process
• customer journeys and personas
• brand building and brand building methods
• role of sustainability in brand management

Arviointikriteerit, tyydyttävä (1)

Grade 1 :
The student is able to describe consumer decision-making, behavior, and consumption.
She/he can recognize factors influencing consumer behavior.
She/he is able to describe customer needs and take into account the customer experience process.
She/he is able to explain the essentials of creating customer journeys and personas.
She/he is able to describe the key concepts, theories, and methods of brand building and management.
The student is able to describe the connection between strategy and brand, and the role of sustainability in brand management.

Grade 2:
The student is able to explain consumer decision-making, behavior, and consumption.
She/he can describe factors influencing consumer behavior.
She/he is able to explain customer needs and take into account the customer experience process.
She/he understands the essentials of creating customer journeys and personas.
She/he is able to explain the key concepts, theories, and methods of brand building and management.
The student is able to explain the connection between strategy and brand, and the role of sustainability in brand management.

Arviointikriteerit, hyvä (3)

Grade 3:
The student understands consumer decision-making, behavior, and consumption.
She/he understands factors influencing consumer behavior.
She/he understands customer needs and knows the customer experience process.
She/he has a good understanding of the essentials of creating customer journeys and personas.
She/he understands the key concepts, theories, and methods of brand building and management.
The student understands the connection between strategy and brand, and the role of sustainability in brand management.

Grade 4:
The student has a good understanding of consumer decision-making, behavior, and consumption.
She/he is able to analyze factors influencing consumer behavior.
She/he is able to analyze customer needs and understands the customer experience process.
She/he is able to apply into practice the essentials of creating customer journeys and personas.
She/he has a good understanding of the key concepts, theories, and methods of brand building and management.
The student is able to apply the strategy and brand, and the role of sustainability in brand management.

Arviointikriteerit, kiitettävä (5)

Grade 5:
The student has a holistic good understanding of consumer decision-making, behavior, and consumption.
She/he is able to evaluate factors influencing consumer behavior.
She/he is able to evaluate customer needs and has an overall understanding of the customer experience process.
She/he is able to justify the choices made when creating customer journeys and personas.
She/he has a holistic understanding of the key concepts, theories, and methods of brand building and management.
The student is able to evaluate the strategy and brand, and the role of sustainability in brand management.