Kursens beskrivning

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

  
  

Beskrivning

Anmälning och tillläggsinformation