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.

LEARNING OUTCOMES

Credits: 6

Schedule: 18.05.2021 - 24.06.2021

Teacher in charge (applies in this implementation): Tatsiana Padhaiskaya

Contact information for the course (valid 14.04.2021-21.12.2112):

Tatsiana Padhaiskaya

tatsiana.padhaiskaya@aalto.fi

CEFR level (applies in this implementation):

Language of instruction and studies (applies in this implementation):

CONTENT, ASSESSMENT AND WORKLOAD

Content
  • Applies in this implementation:

    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, customerjourneys,
    omni-channel marketing, market research, and design thinking.

    Course
    materials

    Lecture slides and
    workshops, no textbook required; course centers around business articles
    assigned by the lecturer (e.g. Journal of Marketing, Harvard Business Review,
    etc.).


Assessment Methods and Criteria
  • Applies in this implementation:

    Grading is
    based on a 0-5 scale. 

    90-100 % 5 
           

    80-89 % 4 
           

    70-79 % 3 
           

    60-69 % 2 
           

    50-59 % 1 
           

    0-49% Fail

     

    The
    assessment will be based on the following deliverables:

    Participation (10%, individual grading)

    Students may earn
    participation points by actively engaging in the class discussions, commenting,
    etc. and/or by leaving personal reflections on the course readings through
    Perusall.

    Group
    project
     (30%,
    group grading)

    The group project
    consists of a project proposal and an in-class presentation of 20 minutes (15
    minutes presentation, 5 minutes Q&A). Groups will have 3 to 5 members.
    Further information on the topic of the group project and deliverables will be
    given during Lecture 1.

    Project proposal
    deadline: 31.5.2021 – 23:55

    Presentation
    deadline: 21.06.2021 – 23:55

    Grading of
    the Group Assignment will be based on the following rubrics:

    Review of course
    materials and reflection on the learned material (0-15 points)

    Application of
    content learned (0-40 points)

    Discussion and
    implications (0-15 points)

    Structural
    development and language use (0-15 points)

    Innovativeness
    (0-15 points)

    Learning
    Diary
    (30%, individual
    grading)

    Learning diary is
    an individual reflexive assignment that aims to describe what student have
    learned throughout the course. Further information will be given during Lecture
    1.

    Learning diary
    submission deadline: 01.07.2021 -23:55

    Take-home
    exam
     (30%,
    individual grading)

    Take-home exam is
    an individual assignment which consists of a customer experience assessment of a
    real-life case. The assignment will be specified and given to the students
    during the Lecture 12.

    Take-home exam
    deadline: 08.07.2021 - 23:55  


Workload
  • Applies in this implementation:

    6 credits, 160
    hours: 

    Lectures and workshop
    sessions (24h)

    Group project
    (proposal, preparation & presentation) (64h)

    Individual
    assignment (36h)

    Take-home exam
    (36h)


SDG: Sustainable Development Goals

    4 Quality Education

    8 Decent Work and Economic Growth

    9 Industry, Innovation and Infrastructure

    11 Sustainable Cities and Communities

FURTHER INFORMATION

Details on the schedule
  • Applies in this implementation:

    Session

    Date

    Time

    Readings

    Introduction
    and Course Practicalities

    Why
    CEM is important?

    18.05.2021

    17.15
    – 18.45

    Meyer
    and Schwager (2007)

    Key
    concepts: CX management, touchpoints, Customer journey

    20.05.2021

    17.15.
    – 18.45

    Richardson
    (2015)

    Homburg
    et al.(2017)

    Yohn
    (2015)

     Yohn (2018)

    Customer
    journey, CXM as a firm-level approach, CXM tools

    25.05.2021

    17.15.
    – 18.45

    Richardson
    (2010)

    Puhlmann
    (2013)

    Lemon
    and Verhoef (2016)

    CXM
    tools, Customer Personas

    27.05.2021

    17.15.
    – 18.45

    Rawson
    et al. (2013)

    Workshop
    1: Customer Personas

    01.06.2021

    17.15.
    – 18.45

    Workshop 2: Customer Journey

    03.06.2021

    17.15 – 18.45

    Richardson (2010)

    Edelman and Singer (2015)

    Edelman (2010)

    Omni-channel CX, CXM and branding

    08.06.2021

    17.15. – 18.45

    Cook
    (2014)

    Harmeling
    et al. (2019)

    Concept Development and CX measurement

    10.06.2021

    17.15. – 18.45

    Macdonald et al. (2012)

    Wilson et al. (2015)

    Workshop 3: Group Assignment

    15.06.2021

    17.15. – 18.45

    Guest Lecture

    17.06.2021

    17.15. – 18.45

    Group Presentations

    22.06.2021

    17.15 – 18.45

    Group Presentations, Course Re-cap

    24.06.2021

    17.15. – 18.45