Deep insights into customers and end-users (01039), 5 op

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Implementation plan Finished



 Study unit                            Deep insights into customers and end-users (01039), 5.0
 Implementation                        HYA1311: 1/2013-2014 (01.10.2013 - 31.12.2013)
 Type                                  USER-CENTRIC SERVICE DESIGN COMPETENCES (0319)
 Groups                                Primary: HYA213SJ Others :
 Involved in the project
 Lecturers                             Guilland Auli, Kaarti Virpi and guest lecturers
 Number of participants                Minimum: Maximum:
 Enrolment period                      20.05.2013 08:00 - 02.06.2013
 Main timing for implementation
 Applicabililty                        For exchange students: Yes For elective studies: No Open UAS student:
                                       No Suitable for virtual UAS: Yes

 Teachers                              Guilland Auli (Teacher in charge), Kaartti Virpi (Other teacher)
 Campus                                Laurea Leppävaara
 Main location for implementation
 Implementation method                 Optima realization/student group, Other method of implementation,
                                       Project/venture/R&D Language: English Virtuality: 2 cr Integration of R&D: 2 cr
 Implementation class
 Focus areas
 Evaluation at the latest              31.01.2014 Storing of graded material ends.: 31.08.2014
 Exam days

 Having completed the study unit the   • identify factors related to customer behaviour in services
 student is able to
                                       • anticipate complex changes in customer behaviour and envision the opportunities this
                                       opens up

                                       • discover unarticulated customer/user needs

                                       • apply the results of the latest research and methods in his/her own operating
                                       environment

                                       • deeply understand customers’/users’ experiences across all the touch points of an
                                       organisation


 Previous studies
 Learning objectives                   This study unit provides a solid basis for the customer-centred design of services. The
                                       study unit looks at change factors affecting service demand and customer behaviour, on
                                       the basis of which students are able to start designing new kinds of services to meet
                                       customer needs. The students practise understanding emotional (psychological) aspect in
                                       services. The students become familiar with the multidisciplinary field of customer
                                       behaviour research and apply the latest research outcomes and methods in practice.
                                       Research methods are mainly based on deep customer empathy (e.g. ethnography).
                                       Focus is on the whole customer journey – not merely on the touch points.
 Evaluation criteria and methods       GENERAL ABOUT ASSESSMENT

                                       •Pre-assignment : 10 %

                                       •Literature assignment : 20 %



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                                 •Course task : 55 %

                                 •Presence and constructive activity shown during the session days :15%

                                 EVALUATION CRITERIA Oral presentations and activity in classes

                                 •Thoroughness of the analysis presented

                                 •Logical flow and clarity of presentations

                                 •Comments and contribution to discussion during classes

                                 •Presence Reports

                                 •Comprehensiveness of the theoretical foundation

                                 •Logic, objectivity, thoroughness and motivation of the arguments and ideas presented
                                 in the literature analysis as well as in the final report

                                 •Concreteness of the action plan provided in the final report

                                 •Clarity of the written reports For detailed information concerning the report and
                                 presentation, please consult the specific assessment criteria.
 R&D methods                     Service Innovation and Design methods, Ethnographic research methods
 Other arrangements              Contact sessions: 12.10.2013, 7.11.2013 and 13.12.2013 at Laurea Leppävaara, at 9-17
                                 hrs.




SoleOPS 3.5.5 Study offer © 2005-2016 Solenovo Oy