Customer Insight and Marketing (DEMO)

After having completed this course or attained an equivalent competence level, the student - Can define basic concepts and processes of marketing - Can describe customer-centric orientation, brand and service promises - Knows how to utilise different sources and channels to find information that supports global customer understanding - Can describe customer needs and customer journeys - Can recognise the importance of cultural background in developing customer insights - Knows how to recognise competitive means of marketing and can apply them in an ethical, responsible and sustainable manner

All learning materials are located in the Moodle platform. They include presentations, tasks, assignments, case studies, articles, videos and quizzes. The consumer behavior section of the course is based on the following: Solomon, M. 2020. 13th ed. Consumer Behavior: Buying, Having, and Being. Pearson. E-book. URL: https://www.vlebooks.com/Product/Index/1709998?page=0 The marketing mix/7Ps section of the course is based on the following: Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management. Pearson. E-book. URL: https://www.vlebooks.com/Product/Index/627277?page=0