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: 01.11.2021 - 10.12.2021

Teacher in charge (valid for whole curriculum period):

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

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

Tatsiana (Tanya) Padhaiskaya

CEFR level (valid for whole curriculum period):

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

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    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 for whole curriculum period:

    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)

  • 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 (60%, group grading)
    The group project consists of a project proposal, an in-class presentation of 20 minutes (15 minutes presentation, 5 minutes Q&A) and a managerial report (max. 10 pages). Groups will have 4 to 5 members. Further information on the topic of the group project and deliverables will be given during Lecture 1.

    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.

  • valid for whole curriculum period:

    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 for whole curriculum period:

    A collection of readings as assigned by the lecturers.

  • applies in this implementation

    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.).

Substitutes for Courses
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
  • valid for whole curriculum period:

    Priority is given to (1) Aalto BSc Marketing students, (2) Aalto students studying a minor study package in Fashion Management, (3) open university students, (4) BIZ exchange students, (5) JOO-students, (6) BIZ students

    Teaching Period:

    2020-2021 Autumn I, Spring IV

    2021-2022 Autumn II, Spring IV

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

    Check registration time in Sisu.

  • applies in this implementation

    All lectures are held online through Zoom. Recorded versions of the lectures as well as lecture slides will be available on MyCourses.

Details on the schedule
  • applies in this implementation





    Introduction and Course Practicalities

    Why CXM is important?


    10.15 – 12.00

    Meyer and Schwager (2007)

    Key concepts: CX management, touchpoints, Customer journey


    10.15 – 12.00

    Richardson (2015)

    Homburg et al.(2017)

    Yohn (2015) and Yohn (2018)

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


    10.15 – 12.00

    Richardson (2010)

    Puhlmann (2013)

    Lemon and Verhoef (2016)

    CXM tools, Customer Personas


    10.15 – 12.00

    Rawson et al. (2013)

    Workshop 1: Customer Personas


    10.15 – 12.00

    Workshop 2: Customer Journey


    10.15 – 12.00

    Richardson (2010)

    Edelman and Singer (2015)

    Edelman (2010)

    Omni-channel CX, CXM and branding


    10.15 – 12.00

    Cook (2014)

    Harmeling et al. (2019)

    Concept Development and CX measurement


    10.15 – 12.00

    Macdonald et al. (2012)

    Wilson et al. (2015)

    Workshop 3: Group Assignment


    10.15 – 12.00

    Guest Lecture


    10.15 – 12.00

    Group Presentations


    10.15 – 12.00

    Group Presentations, Course Re-cap


    13.15. – 15.00