Study Guide

Objective

After completing the course, the student is able 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

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

Materials

Pre-assignment (group exam) on 11.2.2021 at 9. Book: 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. Kogan Page, Replika Press Pvt Ltd, India. The book is available in e-format at TUAS library.

Other materials, see Itslearning.

Teaching methods

The course consists of readings, contact hours and assignments.
Learning is based on analysis of problem-oriented examples and issues; preparing practical tasks and collective students’ work while preparing a group work, presentation, and an individual assignment.

Exam schedules

Group exam on 11.2.2021 at 9.
If the students is not able to participate to the exam, there will be a compensatory assignment: write a 12-15 pages essay (+ front page) based on the book and reflect the contents and ideas of the book to your own experiences.
Send the essay by 11 February to sirpa.hanti@turkuamk.fi. If the essay is sent later than the DL, 4 points will be reduced after assessment and no feedback will be given.

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

Contact days on 11.2. and 27.5. (2 x 7 h), group work and independent work ca 120 hours.

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

Evaluation scale

H-5

Assessment methods and criteria

Pre-assignment (Group exam): min 15 – max 30 points.
Customer analysis and customer development plan: min 25 – max 50 points.
Individual reflection: min 10 – max 20 points.
Total: min 50 – max 100 points.
Each of the parts has to reach at least the minimum points.
If the assignments are delivered later than the given DL, 4 points are reduced. If the student is absent from the class, there will be a compensatory assignment. In that case, please, contact the teacher.

Assessment criteria, fail (0)

The student has not executed all the tasks at an acceptable level and the instructions of the assignments are poorly followed.

Assessment criteria, satisfactory (1-2)

The student is capable to analyze customer behavior and present some development ideas to customer experience management. Theories or models are presented at a moderate level or not at all and no specific arguments to the choices are visible. At least some of the references are used but there are mistakes in the reference technique presented in Messi/Thesis. The student shows only a narrow understanding of the themes. Communication is unclear and there are several mistakes. The instructions of the assignments are not fulfilled and there are delays in executing the assignments.

Assessment criteria, good (3-4)

The student is capable to critically analyze customer behavior and present development ideas to customer experience management with some arguments. The argumentation of the chosen theories or models is presented. The references are used according to the reference technique presented in Messi/Thesis. The student shows a fair understanding of the themes and some correlations between them. Communication is nearly professional and convincing. The instructions of the assignments are well followed and the assignments are executed in time.

Assessment criteria, excellent (5)

The student is capable to critically analyze customer behavior and present innovative development ideas to customer experience management with arguments. The argumentation of the chosen theories or models is clearly presented. The references are used in an encompassing manner and according to the reference technique presented in Messi/Thesis. The student shows a deep understanding of the themes and the correlations between them. Communication is professional and convincing. The instructions of the assignments are thoroughly followed and all the assignments are executed in time.