Customer Behaviour (4cr)

Evaluation scale

1-5

Content scheduling

-Tarpeet, motiivit, sidonnaisuus, asenteet ja arvot
-Ostoprosessi ja ostamiseen vaikuttavat tekijät sekä b-to-b että b-to-c-markkinoilla
-Kuluttajakäyttäytyminen
-Organisaation ostokäyttäytyminen

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

-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)

Location and time

Kevätlukukausi 2018

Materials

-Solomon, M. & Bamossy, G. ja Askegaard, S. & Hogg, M. (2006). Consumer Behaviour European Perspective
-Arantola, H. (2006). Customer Insight.
-Ojasalo, J. ja Ojasalo, K. (2010). B-to-B-palvelujen markkinointi
-Rope, T. (1998). Business to Business-markkinointi
-Laine, K. (2015). Myynti on rikki. B-to-B-myynnin uusi aika
-Opintojakson moodle-sivustolla oleva luentomateriaali ja artikkelit

Teaching methods

-Luennot
-Ryhmätyöskentely
-Itsenäinen työskentely

Exam schedules

Ei ole

International connections

Ei ole

Completion alternatives

Ei ole

Student workload

Työmäärä yhteensä: 106 h
-Luennot ja ryhmätöiden ohjaus ja esitystunnit 28 h
-Ryhmätyöskentely 33 h
-Itsenäinen työskentely 45 h

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.

Further information

terhi.anttila@seamk.fi