Credits: 6

Schedule: 19.02.2018 - 28.03.2018

Teacher in charge (valid 01.08.2018-31.07.2020): 

Lecturer Juho-Petteri Huhtala

Teaching Period (valid 01.08.2018-31.07.2020): 

IV 2018–19 (spring)
I 2019-2020 (autumn)

Otaniemi campus

Learning Outcomes (valid 01.08.2018-31.07.2020): 

This course focuses on the state of the art of Customer Experience Management. Students will (1) understand the challenges for marketing managers in in the multimedia and omni-channel environment and the resulting need for the management of customer experiences, (2) learn in which context and how customer experience management can be effectively applied to solve these challenges, (3) know how customer experience management relates to further marketing activities along the customer journey,  (4) learn the fundamentals and the tools of designing and delivering superior customer experiences, (5) learn how to assess and quantify customer experiences and their effect on related marketing outcomes and (6) apply their knowledge to case studies and managerial problems to foster managerial skills.

Content (valid 01.08.2018-31.07.2020): 

The course will introduce students to the concept of Customer Experience Management. Based on a general assessment of the concept, the course will center around specific topics and practical tools that relate to the need, the assessment, the creation and the implementation of customer experience management. Specifically, the following topics will be discussed: (1) challenges for marketing managers in the omni-channel environment, (2) strategies and tools for superior customer experience creation and (3) assessment of customer experiences. In general the course will focus on a case study methodology and will use various industry examples.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Participation (10%, individual grading)
Group project i.e. case study (60%, group grading)
Learning diary (30%, individual grading)

Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours:
 
Lectures  and workshop sessions (24h)
Group project (preparation & presentation) (100h)
Learning diary  (36h)

Study Material (valid 01.08.2018-31.07.2020): 

Case Studies, Lecture Slides, no textbook required; course centers around business articles assigned by the lecturer (e.g. Harvard Business Review, McKinsey Quarterly).

Substitutes for Courses (valid 01.08.2018-31.07.2020): 

23C72000 Customer Relationship Management.

Course Homepage (valid 01.08.2018-31.07.2020): 

https://mycourses.aalto.fi/course/view.php?id=11580

Prerequisites (valid 01.08.2018-31.07.2020): 

23A00210 Introduction to Marketing.

Grading Scale (valid 01.08.2018-31.07.2020): 

0-5

Registration for Courses (valid 01.08.2018-31.07.2020): 

Registration via WedOodi. Check registration time in WebOodi.

NOTE: Mention your group of priority upon registration.

Further Information (valid 01.08.2018-31.07.2020): 

The number of students admitted to the course is restricted to 50 students. Priority is given to (1) Aalto BSc students studying in Specialization of Marketing, (2) Aalto BIZ and ARTS students studying a minor study package in Fashion Management,  (3) Aalto BIZ students studying a minor study package in Marketing or Consumer Research and (4) other students.

NOTE: Students are required to write own group of priority to further information field of course registration!

Description