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
5cr - totally 135 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. The student develops communication skills, including listening, discussion, and presentation skills. The student can give and receive constructive feedback.
Regional Impact
The course takes into account local companies in the region.
Internationality
The course takes into account the international aspects of the region.
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 ebook. Not Chapters 14, 16 and 17.
- Other material in Moodle.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Contact hours, Independent study, Assignments, report and presentations.
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.