Customer Behavior
| Structure Type: | Study unit |
|---|---|
| Code: | TL00BR05 |
| Curriculum: | LT 2025 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 2 (2026-2027) |
| Semester: | Spring |
| Credits: | 5 cr |
| Responsible Teacher: | Malin, Timo |
| Language of Instruction: | Finnish |
Learning Outcomes
The student learns to analyze consumer behavior. The student understands the functioning of consumer markets. The student learns to plan and implement consumer marketing. The student develops presentation, communication, and reasoning skills.
Student's Workload
The total workload for the course is as follows (5 credits = 135 hours):
- Contact hours: 40 hours
- Independent study: about 30 hours
- Course assignments: about 30 hours
- Group work – report: about 20 hours
- Group work – presentations: about 10 hours
- Peer feedback: about 1–2 hours
- Self-assessment: about 2–3 hours.
Prerequisites / Recommended Optional Courses
Basics of Marketing.
Contents
In the course, the student analyzes the consumer decision-making process based on customer satisfaction survey data and evaluates appropriate marketing actions. The student identifies future factors affecting purchasing behavior. The student analyzes and develops consumer marketing in teams (innovation skills). The student develops communication skills (workplace communication skills), including listening, discussion, and presentation skills. The student can give and receive constructive feedback (feedback skills).
Recommended or Required Reading and Other Learning Resources/Tools
- Roberts-Lombard, Mornay Parumasur, Sanjana Brijball 2015. Comsumer Behaviour. Third edition. Claremont. South Africa. Juta and Company. Available as E-book.
Not Chapters 14, 16 ja 17.
- Other material in Moodle.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Contact hours, Independent study, Assignments, Group work – report, Group work – presentations, Peer feedback, Self-assessment.
Assessment Criteria
The course is graded on a scale of 0-5.
Assessment Methods
Instructor assessment, Self-assessment, Peer assessment.
Further Information
Any absences from guest lectures or similar must be agreed upon with the teacher. Everyone is committed to their own learning and is present in interactive teaching situations. Students must familiarize themselves well with the materials, structure, and assignments on Moodle. Course feedback is collected to improve the course and the degree program. One to two hours of contact time are reserved for giving and discussing feedback.