Study Guide

Learning outcomes

The student
- is able to identify the most important internal and external sources of information for the customer experience.
- is able to combine customer information from internal and external data sources.
- is able to form business performance indicators and metrics from customer data

Implementation and methods of teaching

The course has online lectures and self-study material. Students will do an assignment and exam related to the topics of the course.

Timing and attendance

20.3.2025 - 22.5.2025. Online lectures Thu 20.3.2025, Thu 10.4.2025, Thu 8.5.2025. Online lectures are not mandatory but recommended. The lectures are scheduled at the beginning of the course, and other tasks of the course are performed on the basis of the information used in them.

Learning material and recommended literature

Lecture and self-study material. Other materials indicated by the teacher.

Alternative completion methods

The course is completed only according to the presented model

Working life cooperation

It is possible to complete the course assignment, for example, at your own workplace or in your own company.

Exam retakes

Exam after the last lectures and exercises. Two re-examinations at separately announced times.

Learning environment

Studying takes place online. Course material, information, return of assignments and exam in Moodle.

Student time use and work load

The course is 5 cr = 135 hours.

Contact teaching 12 hours
Independent study 50 hours
Exercise 50 hours
Exam preparation 21 hours
Exam 2 hours

Contents

Internal and external sources of information related to the customer experience
Combining internal and external customer information from a business perspective
Calculation of business key figures formed from customer data
Customer data as part of Customer Relationship Management Practices

Assessment criteria

Exercise pass/fail
Exam

Assessment scale

1-5

Failed (0)

A rejected grade is given when the student has not achieved the learning objectives of the course. The student does not understand the aspects of customer analytics and is not able to show any learning outcomes related to the topic in the exam and assignments.

Assessment criteria: level 1 (assessment scale 1–5)

The student is able to name the company's external and internal information sources
The student knows why external and internal data sources are combined
The student is able to name some key figures of customer analytics
The student knows what role customer information plays in the customer relationship management process

Assessment criteria: level 3 (assessment scale 1–5)

The student is able to identify and find the company's external and internal information sources
The student is able to combine external and internal data sources
The student is able to calculate the key figures of customer analytics
The student knows how to use customer data in the customer relationship management process

Assessment criteria: level 5 (assessment scale 1–5)

The student is able to identify and find key external and internal sources of information for the company's strategy
The student is able to combine external and internal information sources, creating strategically interesting new information
The student is able to calculate the most important customer analytics indicators for the company's strategy and modify them as needed
The student knows how to plan and implement a customer data-oriented customer management process

Learning outcomes

The student is able to
- define the terminology, uses and significance of the customer experience for businesses.
- build a holistic understanding of companies’ customers and opportunities.
- define and describe company's customer path for different customer groups.
- form a measurable overall picture of the customer experience process.

Implementation and methods of teaching

Web implementation. Contact lessons: lessons are streamed and available as recorded videos afterwards. Study material and assignments are distributed on the course's Moodle platform. Independent assignment.

Timing and attendance

Online lessons in Teams on 20th Feb., 6th March, 24th April and 15th May at 5pm-8 pm. The link of the Teams meeting exists on the Moodle platform of the course.

Learning material and recommended literature

Study material and literature available / announced in Moodle.

Alternative completion methods

Not available

Working life cooperation

Personal assignment for an organization

Exam retakes

Assignments can be redone

Learning environment

Moodle platform, online-meeting channels

Student time use and work load

5 credits, 135 hour workload. Online lessons 16 h, individual work 119 h.

Contents

The course introduces the elements of the customer experience as well as key concepts and models. The course uses the strategic perspective of the customer path, which includes points of contact, the development of the customer experience in a multi-channel environment. Own business case as an exercise where what is learned is applied.

Additional information for students: previous knowledge etc.

No previous courses are required.

Assessment criteria

The overall grade consists of the combined effect of all aspects of the course.

Assessment scale

1-5

Failed (0)

The student has not achieved the learning objectives set for the course or the tasks are missing.

Assessment criteria: level 1 (assessment scale 1–5)

The student masters the learning objectives set for the course satisfactorily. He / she masters the basic concepts and is able to apply learning in practice at a satisfactory level.

Assessment criteria: level 3 (assessment scale 1–5)

The student masters the learning objectives set for the course well. He masters concepts and mills at a good level and is able to apply them well in practice.

Assessment criteria: level 5 (assessment scale 1–5)

The student masters the learning objectives set for the course admirably. He masters concepts and models at a commendable level and is able to apply them in practice commendably.

Learning outcomes

Student

- is able to understand the value of a Brand
- is able to manage brand(s)
- is able to develop different brand strategies and hierarchies

Assessment scale

1-5

Learning outcomes

Student is able to
- recognize the role of value networks in business
- evaluate the current situation and future development in value networks
- apply the collected data in strategic business development

Assessment scale

1-5

Learning outcomes

The student
- understands the concepts of strategic planning, management and strategic management as part of the activities of organizations
- is able to analyze the organization's own activities from a strategic point of view
- understands the effects of the operating environment and competitive factors on the organization's operations
- is able to build a strategic plan for the organization on the basis of the analysis and apply it in management work

Assessment scale

1-5

Learning outcomes

Student
- is able to understand customer buying behaviour and its possible changes
- is able to recognize the factors of successful selling in the sales process
- is able to understand the value of customer relationships in the business development

Assessment scale

1-5

Learning outcomes

Student
- is able to plan the process of development project for an organization/company
- is able to select the suitable approach for development project and apply the possible research- and development methods as well as data collection methods
- is able to analyze the collected data and document the process
- is able to use the results in organization development

Assessment scale

1-5

Learning outcomes

Student
- is able to understand the basics of modern multichannel communications
- is able manage communication strategies
- is able analyze and measure the effectiveness of communication actions

Assessment scale

1-5

Learning outcomes

The student
- is able to identify the most important internal and external sources of information for the customer experience.
- is able to combine customer information from internal and external data sources.
- is able to form business performance indicators and metrics from customer data

Implementation and methods of teaching

The course has online lectures and self-study material. Students will do an assignment and exam related to the topics of the course.

Timing and attendance

20.3.2025 - 22.5.2025. Online lectures Thu 20.3.2025, Thu 10.4.2025, Thu 8.5.2025. Online lectures are not mandatory but recommended. The lectures are scheduled at the beginning of the course, and other tasks of the course are performed on the basis of the information used in them.

Learning material and recommended literature

Lecture and self-study material. Other materials indicated by the teacher.

Alternative completion methods

The course is completed only according to the presented model

Working life cooperation

It is possible to complete the course assignment, for example, at your own workplace or in your own company.

Exam retakes

Exam after the last lectures and exercises. Two re-examinations at separately announced times.

Learning environment

Studying takes place online. Course material, information, return of assignments and exam in Moodle.

Student time use and work load

The course is 5 cr = 135 hours.

Contact teaching 12 hours
Independent study 50 hours
Exercise 50 hours
Exam preparation 21 hours
Exam 2 hours

Contents

Internal and external sources of information related to the customer experience
Combining internal and external customer information from a business perspective
Calculation of business key figures formed from customer data
Customer data as part of Customer Relationship Management Practices

Assessment criteria

Exercise pass/fail
Exam

Assessment scale

1-5

Failed (0)

A rejected grade is given when the student has not achieved the learning objectives of the course. The student does not understand the aspects of customer analytics and is not able to show any learning outcomes related to the topic in the exam and assignments.

Assessment criteria: level 1 (assessment scale 1–5)

The student is able to name the company's external and internal information sources
The student knows why external and internal data sources are combined
The student is able to name some key figures of customer analytics
The student knows what role customer information plays in the customer relationship management process

Assessment criteria: level 3 (assessment scale 1–5)

The student is able to identify and find the company's external and internal information sources
The student is able to combine external and internal data sources
The student is able to calculate the key figures of customer analytics
The student knows how to use customer data in the customer relationship management process

Assessment criteria: level 5 (assessment scale 1–5)

The student is able to identify and find key external and internal sources of information for the company's strategy
The student is able to combine external and internal information sources, creating strategically interesting new information
The student is able to calculate the most important customer analytics indicators for the company's strategy and modify them as needed
The student knows how to plan and implement a customer data-oriented customer management process

Learning outcomes

The student is able to
- define the terminology, uses and significance of the customer experience for businesses.
- build a holistic understanding of companies’ customers and opportunities.
- define and describe company's customer path for different customer groups.
- form a measurable overall picture of the customer experience process.

Implementation and methods of teaching

Web implementation. Contact lessons: lessons are streamed and available as recorded videos afterwards. Study material and assignments are distributed on the course's Moodle platform. Independent assignment.

Timing and attendance

Online lessons in Teams on 20th Feb., 6th March, 24th April and 15th May at 5pm-8 pm. The link of the Teams meeting exists on the Moodle platform of the course.

Learning material and recommended literature

Study material and literature available / announced in Moodle.

Alternative completion methods

Not available

Working life cooperation

Personal assignment for an organization

Exam retakes

Assignments can be redone

Learning environment

Moodle platform, online-meeting channels

Student time use and work load

5 credits, 135 hour workload. Online lessons 16 h, individual work 119 h.

Contents

The course introduces the elements of the customer experience as well as key concepts and models. The course uses the strategic perspective of the customer path, which includes points of contact, the development of the customer experience in a multi-channel environment. Own business case as an exercise where what is learned is applied.

Additional information for students: previous knowledge etc.

No previous courses are required.

Assessment criteria

The overall grade consists of the combined effect of all aspects of the course.

Assessment scale

1-5

Failed (0)

The student has not achieved the learning objectives set for the course or the tasks are missing.

Assessment criteria: level 1 (assessment scale 1–5)

The student masters the learning objectives set for the course satisfactorily. He / she masters the basic concepts and is able to apply learning in practice at a satisfactory level.

Assessment criteria: level 3 (assessment scale 1–5)

The student masters the learning objectives set for the course well. He masters concepts and mills at a good level and is able to apply them well in practice.

Assessment criteria: level 5 (assessment scale 1–5)

The student masters the learning objectives set for the course admirably. He masters concepts and models at a commendable level and is able to apply them in practice commendably.

Learning outcomes

The student
- understands the concepts of strategic planning, management and strategic management as part of the activities of organizations
- is able to analyze the organization's own activities from a strategic point of view
- understands the effects of the operating environment and competitive factors on the organization's operations
- is able to build a strategic plan for the organization on the basis of the analysis and apply it in management work

Assessment scale

1-5

Learning outcomes

Student is able to
- recognize the role of value networks in business
- evaluate the current situation and future development in value networks
- apply the collected data in strategic business development

Assessment scale

1-5

Learning outcomes

Student

- is able to understand the value of a Brand
- is able to manage brand(s)
- is able to develop different brand strategies and hierarchies

Assessment scale

1-5

Learning outcomes

Student
- is able to understand the basics of modern multichannel communications
- is able manage communication strategies
- is able analyze and measure the effectiveness of communication actions

Assessment scale

1-5

Learning outcomes

Student
- is able to understand customer buying behaviour and its possible changes
- is able to recognize the factors of successful selling in the sales process
- is able to understand the value of customer relationships in the business development

Assessment scale

1-5

Learning outcomes

Student
- is able to plan the process of development project for an organization/company
- is able to select the suitable approach for development project and apply the possible research- and development methods as well as data collection methods
- is able to analyze the collected data and document the process
- is able to use the results in organization development

Assessment scale

1-5