Study Guide

Objective

After completing the course, the student is able to:
- Understand and utilize customer behaviour management research and development
- Understand and utilize appropriate modern sales methods and tools

Content

Content of study unit:
- Customer Behaviour Management research and development
-Experimental design, study set-up, execution and analysis
-Utilization of modern sales methods and tools, like biometrics and AI

Materials

The study material will comprise research articles and other pertinent literature, the specifics of which will be announced at a later date.

Teaching methods

The learning methods employed encompass literature analysis, practical experimentation and literature reviews. Furthermore, a small-scale research project will be conducted. Becoming acquainted with the Customer Behaviour Laboratory operations. Active participation in the contact teaching sessions.

International connections

The course has limited face-to-face contact, focusing on literature and a small experiment. The pedagogic approaches are the following:
1. Pre-Class Preparation (Flipped Classroom Approach)
2. Online Discussions and Collaboration
3. Active Learning Through Structured Assignments
4. Experiment Design and Execution
5. Self-Assessment and Reflection
7. Assessments

Completion alternatives

It is not possible to complete the course by any other means.

Student workload

The total workload for the student is equivalent to five academic credits.
The learning tasks are as follows:
1) An initial assignment based on material to be disclosed at a later stage.
2) A critical analysis of the assigned articles, which will form the basis of an essay.
3) Undertaking a concise literature review.
4) The design and implementation of a small-scale customer behaviour survey.
5) Examination

Content scheduling

The content of the course comprises a review of the concepts and mechanisms associated with customer behaviour, an overview of recent research findings and an examination of the ways in which these findings can be utilised. Furthermore, the course will examine the methodologies employed in customer behaviour research, encompassing both laboratory and field studies. Particular emphasis will be placed on the results and methods that are applicable in practical situations. Contact teaching on 10.1.2025 and 9.5.2025 from 9:00 to 16:00 o´clock.

Further information

The communication channel utilized is the Itselearning system.

Evaluation scale

H-5

Assessment methods and criteria

The assessment will concentrate on the comprehension and utilisation of fundamental concepts. The assessment will consider the capacity to apply concepts and the outcomes of research based on them to both analogous and disparate scenarios. Additionally, the capacity to identify and utilise existing research findings will be evaluated. The most challenging aspect of the assessment will be the ability to design and implement small-scale studies that address specific customer behaviours. In addition to assessing the substantive content of written outputs, the professional presentation and use of language will also be evaluated. Active participation in the contact teaching sessions.

Assessment criteria, fail (0)

The student has not demonstrated an understanding of the fundamental concepts of customer behaviour and the ability to apply them effectively. The written outputs that have been returned are not of a professional standard in terms of both form and content. Mandatory course assignments are either not completed successfully or not submitted by the deadline.

Assessment criteria, satisfactory (1-2)

The student has demonstrated an understanding of the fundamental principles of customer behaviour and is able to apply the findings of previous research in similar contexts. The written outputs are of a professional standard in terms of both content and format.

Assessment criteria, good (3-4)

Students are expected to demonstrate the ability to apply the findings of customer behaviour research in situations that differ from the original context. They should be able to search for and apply research findings to new situations. The written output produced by students is of a high standard in terms of both content and format, and is presented in a professional manner.

Assessment criteria, excellent (5)

Students are able to apply the findings of customer behaviour research in scenarios that diverge from the original context. Students will be able to locate and apply research findings to novel situations. The written output will be of a high standard, both in terms of content and format, and will meet the requirements of a professional document. Furthermore, the student has exhibited the capacity to devise a modest customer behaviour study and to utilise the findings thereof.