Consumer behaviour and customer insight (5 op)

Arviointiasteikko

H-5

Tavoitteet

The student knows the principles of consumer decision making, behavior, and consumption in glocal contexts.
She/he is able to recognize internal and external aspects influencing consumer behavior.
The student knows the key concepts of customer insight.
The student is able to recognize customer needs as well as development needs of customer experience process.
The student is able to evaluate the factors related to customer experience.
The student is able to take into account customer understanding in creating a customer journey, as well as in creating customer personas.
She/he is able to visualize information.

Kompetenssit: vastuullisen liiketoiminnan kehittäminen, ennakoiva kehittäminen

Sisältö

Consumer behavior

Customer insight

Customer experience aspects (for example ethical, sustainable development, megatrends)

Customer needs and development needs related to customer experience

Customer journey, customer profiles and personas.

Arviointikriteerit, tyydyttävä (1)

Taso 1
Consumer behavior and customer insight:
The student is able to name the principles of consumer decision making, behavior, and consumption as well as key concepts of customer insight.
She/he is able to name internal and external aspects influencing consumer behavior.
The student is able to name customer needs as well as development needs of customer experience process.
The student is able to evaluate at a basic level the factors related to customer experience.
The student is able to take into account customer understanding in creating a customer journey in simple situations as well as to create simple customer personas.

Taso 2
Consumer behavior and customer insight:
The student knows the principles of consumer decision making, behavior, and consumption as well as key concepts of customer insight.
She/he knows internal and external aspects influencing consumer behavior.
The student knows customer needs as well as development needs of customer experience process.
The student is able to evaluate at a basic level the factors related to customer experience.
The student is able to utilize customer understanding in creating a customer journey in simple situations and in creating customer personas.

Arviointikriteerit, hyvä (3)

Taso 3
Consumer behavior and customer insight:
The student understands the principles of consumer decision making, behavior, and consumption as well as key concepts of customer insight.
She/he understands internal and external aspects influencing consumer behavior.
The student understands customer needs as well as development needs of customer experience process.
The student is able to evaluate the factors related to customer experience.
The student is able to utilize customer understanding in creating a customer journey and in creating customer personas.

Taso 4
Consumer behavior and customer insight:
The student has a command of the principles of consumer decision making, behavior, and consumption as well as key concepts of customer insight.
She/he has a command of the internal and external aspects influencing consumer behavior.
The student understands customer needs as well as development needs of customer experience process.
The student is able to analyze the factors related to customer experience.
She/he is able to utilize customer understanding in creating a customer journey and in creating customer personas and analyze the results.

Arviointikriteerit, kiitettävä (5)

Taso 5
Consumer behavior and customer insight:
The student is able to create a customer journey and customer personas based on the theoretical framework and is able to critically analyze the results.
She/he is able foresee internal and external aspects related to consumer behavior.

Arviointikriteeri, hyväksytty/hylätty

Appected/not accepted: Information visualization