Understanding Customer Behaviour (5 cr)

Learning outcomes

The student is able to
- define the factors that underlie customer actions, feelings and judgment processes
- describe purchasing decisions from the perspective of the individual and the organization*
- analyze patterns and trends in customer behavior

*The verb 'understand' has been replaced effective 1st of August 2024.

Location and time

A bi-weekly detailed schedule will be released in the beginning of the course. Optional online tutoring via Teams or at Laurea Leppävaara during the study unit.

Materials

All the material and links can be found from Canvas workspace.

Teaching methods

Virtual studies with scheduled online meetings. Bi-weekly individual assignments.

Employer connections

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Exam schedules

A bi-weekly detailed schedule will be released in the beginning of the course.

According to the degree regulations (section 18) “students must be active in the study unit or notify their teacher in charge if they cannot attend. If they fail to notify the teacher of their absence in the first contact session, their enrollment will be rejected.

International connections

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Completion alternatives

All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the studies or another person designated to the position. The assessment is carried out according to the same assessment criteria and, as a rule, same grading scale as that adopted for the corresponding study unit or module. The student is entitled to apply for accreditation of prior competence regardless of where, how and when the competence has been acquired. The student may also seek accreditation of competence to be acquired on the job as part of their degree (work-based learning). The student is responsible for demonstrating and verifying their competence and for providing sufficient information.

Student workload

- Study unit lasts for 10 weeks
- 5cr / 137,5 hours

Content scheduling

Study Unit consist of five modules:

- Orientation to Customer Behavior
- Understanding Customer Behavior Framework
- Understanding Customer Behavior Methods
- Understanding Customer Behavior Technology
- Understanding Customer Behavior Final Assignment

In addition you'll go through how to complete the study unit during the orientation module and you'll have the possibility to give feedback during and after the study unit.

Evaluation scale

H-5

Further information

Understanding customers can be challenging. Still it creates the basis for business development. To whom do you develop your service to? Who is your customer and who is the end user for the product or service? How are you able to find all necessary information and make different decisions based on it? How do you use this information in service design or development?
During this study unit we’ll go through different aspects of customer behavior. The focus and examples are from different digital services. In addition, you’ll get the possibility to analyze your own behavior as a customer.
The study unit grade is based on weekly assignments which need to be completed and returned before the deadlines.