Diploma in Customer Insight & Decision Science Jämför

Diploma in Customer Insight & Decision Science

Do you want to better understand your customers, identify what drives their decisions, and turn customer insights into stronger business results? The Diploma in Customer Insight & Decision Science by Marketing Levels is an online course for professionals who want to develop their skills in customer analysis, consumer psychology, customer experience, and loyalty.

In this course, you will learn how to analyze customer motivations, map customer journeys, measure willingness to pay, and evaluate customer satisfaction. The goal is to help you move beyond assumptions and use structured, research-based insights to improve marketing, customer relationships, and business decisions.

About the course

Understanding your customers requires more than collecting data about their behavior. To create effective marketing strategies and better customer experiences, you need to understand the motivations, needs, and decision-making processes behind their actions.

In this course, you will learn how to conduct customer analyses using psychological models and practical research methods. You will explore how people make decisions, what influences their motivation, and how emotional and rational factors affect their choices. The course also explains the difference between customer motivation analysis and traditional personas.

You will learn how to map the complete customer journey, identify important interactions, and understand what causes customers to continue or abandon their purchasing process. The course also covers user experience (UX), customer meetings, and digital interactions, giving you tools to evaluate and improve the customer experience across different touchpoints.

Another important part of the course focuses on willingness to pay, customer satisfaction, and loyalty. You will learn how to evaluate perceived value, measure customer satisfaction, and understand how trust and positive customer experiences contribute to long-term relationships and profitability.

The course is led by Erik Modig, Ph.D., a researcher and lecturer at the Stockholm School of Economics and an expert in marketing, communication, and customer psychology.

What you will learn

The course provides a structured approach to customer analysis and decision science. You will learn how to combine customer psychology, practical research methods, and customer experience analysis to develop insights that support better marketing and business decisions.

The course covers:

• Customer analysis, research methods, and frameworks for understanding customer needs, motivations, and behaviors
• Customer psychology, emotional and rational decision-making, decision hierarchies, and levels of customer involvement
• Customer motivation analysis and the differences between motivational frameworks and traditional customer personas
• Customer journey mapping, behavioral and psychological journeys, and identifying opportunities for improvement
• User experience (UX) analysis, digital customer journeys, purchasing processes, and post-purchase experiences
• Customer meetings, service interactions, and methods for improving physical and digital customer encounters
• Willingness to pay, perceived value, pricing research, surveys, market data, and customer experiments
• Customer satisfaction, trust, loyalty, retention, and their impact on long-term profitability
• Practical templates, AI-supported prompts, self-assessments, and methods for presenting customer insights

Through practical frameworks and exercises, you will learn how to identify important customer insights and translate them into recommendations for marketing, product development, communication, and customer experience improvements.

The goal is to help you understand why customers make certain decisions, improve their experiences, and create stronger and more profitable customer relationships.

Course structure and study pace

The course is fully online and can be completed at your own pace. It consists of 7 modules and approximately 3.5 hours of video content. The estimated time to complete the course is around 2 days, but you can work through the material according to your own schedule.

The course takes you through the foundations of customer analysis, followed by customer motivation and psychology, customer journey mapping, user experience, customer interactions, willingness to pay, satisfaction, and loyalty.

You will work with practical templates designed to help you analyze customer motivations, evaluate customer journeys, and identify improvements in your own organization. AI-supported prompts and self-assessments are also included to help you apply the course content to real business situations.

To successfully complete the course and receive your diploma, you must finish all course modules and pass the examination. The final multiple-choice test consists of 20 questions, with at least 15 correct answers required. You must also complete at least four course templates and submit a written reflection of at least 250 words for approval.

After successfully completing the course, you will receive a digital certificate from Marketing Levels that you can add to your CV or LinkedIn profile.

Entry requirements

No specific formal entry requirements are stated for the course. However, a basic understanding of marketing, business development, customer analysis, or customer experience can be beneficial, as the course focuses on understanding customer behavior and applying analytical methods to business decisions.

The course is particularly relevant for marketing managers, UX designers, data analysts, business development managers, and product managers who want to strengthen their understanding of customers and use insights to improve marketing, products, and customer relationships.

What can you do after the course?

After completing the course, you will be better equipped to analyze customer motivations, understand purchasing decisions, and identify opportunities to improve the customer journey and overall customer experience.

You will have gained practical tools for evaluating willingness to pay, measuring satisfaction and loyalty, and identifying the factors that influence customer relationships. You will also be able to use psychological models and customer research methods to support more informed decisions.

The knowledge can be applied in roles within marketing management, customer experience, UX design, customer analysis, product management, business development, and strategic planning. It is particularly useful for professionals responsible for improving customer journeys, evaluating customer satisfaction, developing products and services, or strengthening customer loyalty.

The course also provides a foundation for professionals who want to take greater responsibility for customer research, customer experience development, and data-informed business decisions.

Price

The course costs 125 EUR excluding VAT.

The course is delivered entirely online and can be completed at your own pace. For further information about enrollment, payment conditions, and access to course materials, please contact Marketing Levels directly.

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