Study Guide

Objective

The student can analyze customers' behavior in different environments. The student can recognize phases in the purchasing process and factors influencing the purchasing process.
The student can draw conclusions relating to marketing planning by applying customer behavior knowledge.

Content

- Factors influencing consumer behavior
- Needs, motives, attitudes, and values
- Megatrends and consumer trends
- Purchasing behavior of the organization
- Purchasing process in both b-to-b and b-to-c markets
- Collection and utilization of customer information

Materials

-Bergström, S., & Leppänen, A. (2021). Yrityksen asiakasmarkkinointi (19., uudistettu painos.). Edita.;
-Hiltunen, Elina (2017). Mitä tulevaisuuden asiakas haluaa. Trendit ja ilmiöt.
-Solomon, M. & Bamossy, G. & Askegaard, S. & Hogg, M. (2006). Consumer Behaviour European Perspective
-Arantola, H. (2006). Customer Insight
-Kenner, K & Leino, S. 2020. Myyntikirja: Menesty uuden ajan B2B-myynnissä.
-Ojasalo, J. & Ojasalo, K. (2010). B-to-B-palvelujen markkinointi
-Laine, K. (2015). Myynti on rikki. B-to-B-myynnin uusi aika
-Learning material and articles on the Moodle site

Teaching methods

-Lectures
-Group work
-Independent work

Student workload

Total workload: 106 h
-Lectures and group work guidance and performance hours 22 h
-Group work 34 h
-Independent work 50 h

Content scheduling

-Needs, motives, involvement, attitudes and values
-Purchasing and decision-making process of consumers and customers (in b-to-c and b-to-b markets)
-Consumer Behaviour (b-to-c)
-Purchasing Behaviour (b-to-b)

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has completed the given tasks/sections. The student can describe some megatrends and consumer trends. The student is able to identify the factors that affect the client's visible and mental behavior. The student can describe the stages of the purchase process.

Assessment criteria, good (3)

The student has completed the given tasks/sections and actively participated in the course. The student can analyze the customer's behavior in different operating environments. The student can describe megatrends and consumer trends. The student is able to identify the stages of the purchasing process and the factors that affect it.

Assessment criteria, excellent (5)

The student has completed the given assignments/sections thoroughly and has actively and constructively participated in the course. The student can analyze the customer's behavior in different operating environments. The student can analyze megatrends and consumer trends. The student can identify the stages of the purchasing process and the factors that affect it. The student can make decisions related to marketing planning based on customer information.

Assessment methods and criteria

- Individual work (60 % of the grade)
- Group work (40 % of the grade)