Understanding Customer Behaviour
During this course we will define the factors that underlie customer actions, feelings, and judgment processes.
- Target audience: Anyone interested in understanding customer behaviour
- Application period: 9.12.-22.12.2020
- Date: 7.1.-31.7.2021
- Scope: 5 ECTS
- Location: Laurea Leppävaara
- Price: 75 €
Understanding customers can be challenging. How do we define what is valuable for an individual customer? What about organizations as customers? Today, many of the trends are international, but their local interpretation and implementation may still be very multifold. The study of the human mind has gone a long way, but part of the mind’s operations, especially on individual level, still remain difficult to forecast.
During this course we will define the factors that underlie customer actions, feelings, and judgment processes. We strive to understand purchasing decisions from the perspective of the individual and the organization, and analyze patterns and trends in customer behaviour.
Study unit's learning outcomes
The student is able to
- define the factors that underlie customer actions, feelings and judgment processes
- understand purchasing decisions from the perspective of the individual and the organization
- analyze patterns and trends in customer behavior
On campus in Leppävaara according to schedule. Presence is compulsory on the first day, 8.1.2021.
Contact lessons in Leppävaara campus:
- 08.01.2021 12.30 - 15.00
- 05.03.2021 09.00 - 11.30
- 07.05.2021 12.30 - 15.00
- Barden, Phil. (2013). Decoded. The Science Behind Why We Buy. Wiley.
- Blythe, Jim. (2013). Consumer Behaviour. Sage.
- Kahle, Lynn R. & Valette-Florence, Pierre. (2012). Marketplace Lifestyles in an Age of Social Media. Theory and Methods. Routledge.
- Kahnemann, Daniel. Thinking Fast and Slow. (2011). Penguin Books.
- Kotler, Philip & Armstrong, Gary. (2012). Principles of Marketing. Pearson.
- Robbins, Stephen P. & Judge, Timothy A. (2016). Essentials of Organizational Behavior. Pearson.
- Robbins, Stephen P., Judge, Timothy A. & Campbell, Timothy T. (2010). Organizational Behaviour. Pearson.
- Solomon, Michael R. (2011). Consumer Behavior. Buying, Having, and Being. Pearson.
- Soman, Dilip and N-Marandi, Sara. (2010). Managing Customer Value. One Stage at a Time. World Scientific.
- Thaler, Richard H. & Sunstein, Cass R. (2009). Nudge. Improving decisions about health, wealth, and happiness. Penguin Books
- Walden, Steven. (2017). Customer Experience Management Rebooted - Are you an experience brand or an efficiency brand? Palgrave Macmillan.
- Evaluation H-5.