Study Guide

Objective

After the study unit the student is capable to
- describe the modern purchasing processes
- recognize the profiles and roles of buyers and decisions makers
- describe different purchasing analysis tools
- describe the critical touch points in customer journey
- know the principles behind great customer experiences

Content

Content
- Purchasing process
- Buyer profiles and Decision Making Units
- Purchasing analysis
- Customer journey and customer experience management
- Building customer relationships
- Key Account Management

Materials

1. Cheverton, P. - Velde van der, J.P. (2011). Understanding the Professional Buyer. What every sales professional should know about how the modern buyer thinks and behaves. KoganPage, Replika Press Pvt Ltd, India. (available as an electric book at the TUAS library)
2. Buyersphere Report, (2015), A Comprehensive Survey into the Behaviours and Attitudes of the B2B Buyer, London: Produced by Base One and B2B Marketing.
(https://static1.squarespace.com/static/58341591ff7c5081489b757d/t/58b940da2e69cfa8e4fce241/1488535778569/Buyersphere_200115.pdf)
Other literature is announced later.

Teaching methods

The course consists of readings, contact hours and four assignments.
Learning is based on analysis of problem-oriented examples and issues; preparing practical tasks and collective students’ work while preparing a group presentation, consulting peer students and individual assignment as written analysis of B2B customer journey and ideas of development to gain better customer experience.

International connections

Innovation pedagogy is applied to reach learning at individual, group and Network level. The assignments are planned to develop the students actual work tasks around customer linked issues.

Completion alternatives

-

Student workload

The study unit consists of four assignments
1. Customer plan, analysis and presentation (teamwork)
2. Reflection of the customer plan (individual work)S
3. Customer buying journey
4. Prpject work as a team member and peer evaluation (individual work).
There are two contact days where the students should be present and participate actively.

Content scheduling

After the study unit the student is capable to
• describe the modern purchasing processes
• recognize the profiles and roles of buyers and decisions makers
• describe different purchasing analysis tools
• describe the critical touch points in customer journey
• know the principles behind great customer experiences
The study unit focuses on
• Purchasing process
• Buyer profiles and Decision Making Units
• Purchasing analysis
• Customer journey and customer experience management
• Building customer relationships
• Key Account Management
Contact days 3.9. and 26.9.

Evaluation scale

H-5

Assessment methods and criteria

The evaluation is based on all four assignments as follows:
- Customer plan: max 50 - min 25 (accepted level) points
- Reflection of the customer plan: max 20 - min (accepted level) 10 points
- Customer buying journey: max 20 - min 10 (accepted level) points
- Project work as team member and peer evaluation: max 10 - min 5 (accepted level) points
Total max 100, total min 50 points. Each of the parts has to reach at least the minimun points.

Assessment criteria, fail (0)

The assignments are not executed in the given timeline and they do not fulfill the instructions. The student is not present on the contact days.

Assessment criteria, satisfactory (1-2)

Student is capable to recognize some methods of customer analysis in general level. Some theories/models are presented but only at basic level and unclear way. The argumentation of the chosen theories/models is absent. The reference material used, but partly inadequate way. Customer analysis only states some development ideas without reflecting them to the reality of the case.
Student is capable to describe the main issues in the report of assignment 1. and state some development ideas without reflecting them to the reality of the case.
Student is capable to describe the customer journey and customer experience at common level. The development ideas of the customer journey are not combined to the value propositions and the development ideas are modest or unrealistic. The reference material is not used and the interview is not referred.

Assessment criteria, good (3-4)

Student is capable to analyze and present the central methods of customer analysis in clear way. The argumentation of the chosen theories/models is presented, however quite a basic level. The reference material used, also the interviews of the purchasing team are utilized and referred.
Student is capable to analyze the report of assignment 1. and recommend some innovative development ideas and suggestions with some arguments. The report reflects mainly such a development ideas, which represent a reality in execution of such a process.
Student is capable to analyze and present the customer journey and customer experience quite a detailed way. The argumentation of the chosen insights are presented. The development ideas of the customer journey combined to the value propositions are and realistic. The reference material used and the interview is done and utilized and referred.

Assessment criteria, excellent (5)

Student is capable to analyze and present the methods of customer analysis in a diverse and detailed way. The argumentation and critics of the chosen theories/models is clearly presented. The reference material used is encompassing, also the interviews of the purchasing team are utilized and referred.
Student is capable to critically analyze the report of assignment 1 (pros and cons) and recommend advanced and innovative development ideas and suggestions based on it, with arguments.
The report reflects in a creative and innovative ways to customer development, but also represents a reality in execution of such a process. Student is capable to analyze and present the customer journey and customer experience in a diverse and detailed way. The argumentation and critics of the chosen insights are clearly presented. The development ideas of the customer journey combined to the value propositions are innovative and realistic. The reference material used is encompassing, also the interview is done and clearly utilized and referred.