Study Guide

Objective

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

-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 carried out work and participated as instructed. The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process. The student can draw conclusions relating to marketing planning applying customer behaviour knowledge.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process. The student can draw conclusions relating to marketing planning applying customer behaviour knowledge.

Assessment methods and criteria

- Active participation
- Exercise 1 (individual work, 20 % of the grade)
- Exercise 2 (group work, 40 % of the grade)
- Learning assignments (individual work, 40 % of the grade)