Curricula

Curriculum Table

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Description

KL00DZ70	Customer Understanding and Consumer Behavior (5 cr)
Prerequisites	Basics of Marketing and Sales 5 cr
Objectives	The student knows the importance of customer understanding in marketing planning and development. The student knows the purchasing processes of consumers and organizations and understands the factors and megatrends that influence purchasing behavior. The student understands the psychological methods of marketing. The student knows how to gain customer understanding with the help of marketing research and data, and knows how to apply the information in marketing planning. The student knows the strategic importance of customer information and segmentation in marketing success.
Content	- the concept and meaning of customer understanding - purchasing processes of consumers and organizations - factors and megatrends affecting purchasing behavior - psychological means of marketing - means of marketing research and acquiring customer information - segmentation, targeting, positioning (STP)
Recommended optional programme components	If necessary, the student advisor will recommend optional programme components for each student based on their individual study plan.
Accomplishment methods	Not applicable
Execution methods	Not applicable
Materials	Not applicable
Literature	Not applicable
Evaluation Criteria	0-5
Evaluation Criteria
Assessment Frameworks	Not applicable
Further Information	Not applicable
Responsible persons	Not applicable
Links	Not applicable

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