Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Creating memorable customer experiences has become a management imperative. This course introduces and elaborates the importance of Customer Experience Management for contemporary marketing theory and practice.

Students will gain:

  1. understanding of the importance and challenges of creating memorable customer experiences
  2. understanding of contemporary marketing management challenges in digital and omni-channel environments
  3. skills in designing and building excellent customer experiences through rigorous research into customer needs
  4. an understanding of how to assess customer experiences and how customer experience excellence contributes to sustainable business development
  5. applied knowledge on customer experience management through case studies and real-life managerial problems

Credits: 6

Schedule: 01.03.2021 - 07.04.2021

Teacher in charge (valid 01.08.2020-31.07.2022): Henri Weijo

Teacher in charge (applies in this implementation): Juho-Petteri Huhtala

Contact information for the course (applies in this implementation):

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English


  • Valid 01.08.2020-31.07.2022:

    The course integrates and utilizes a broad range of theoretical concepts, frameworks and topics on a practical level. Key areas include strategic marketing and branding, value propositions and business models, customer journeys, omni-channel marketing, market research, and design thinking. 

Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    During the course, students are divided into multidisciplinary teams to work on various business cases and challenges. The outcomes are presented for sparring, comments and critique from the other teams, course staff and visiting industry experts.


    The course grade will consist of the following components:

    Group work and written reports
    Group presentations
    Individual home assignments
    Active class participation and class preparation

    The final breakdown and balance between these elements will be announced at the beginning of the course.

    Autumn 2020:

    Participation (10%, individual grading)
    Group project (60%, group grading)
    Take-home exam (30%, individual grading)

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours:

    The course includes lectures, readings, case work, individual assignments, and group work conducted both in class as well as outside of it.

    Autumn 2020:

    Lectures and workshop sessions (24h)
    Group project (preparation & presentation) (100h)
    Take-home exam (36h)


Study Material
  • Valid 01.08.2020-31.07.2022:

    A collection of readings as assigned by the lecturers.

Substitutes for Courses
  • Valid 01.08.2020-31.07.2022:

    23C72000 Customer Relationship Management.

  • Valid 01.08.2020-31.07.2022:

    23A00210 Introduction to Marketing.

SDG: Sustainable Development Goals

    4 Quality Education

    8 Decent Work and Economic Growth

    9 Industry, Innovation and Infrastructure

    11 Sustainable Cities and Communities