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