Kursens beskrivning

LEARNING OUTCOMES

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

tatsiana.padhaiskaya@aalto.fi

CEFR level (valid for whole curriculum period):

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

Teaching language: English. Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

• 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.

  Grading:

  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.
  

Workload

• 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)

DETAILS

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

• valid for whole curriculum period:

  Substitutes for Courses

Prerequisites

• valid for whole curriculum period:

  Prerequisites

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

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: https://mycourses.aalto.fi/course/search.php?search=23C72050

  
  

  Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu (sisu.aalto.fi) 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

  Session	Date	Time	Readings
  Introduction and Course Practicalities Why CXM is important?	01.11.2021	10.15 – 12.00	Meyer and Schwager (2007)
  Key concepts: CX management, touchpoints, Customer journey	03.11.2021	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	08.11.2021	10.15 – 12.00	Richardson (2010) Puhlmann (2013) Lemon and Verhoef (2016)
  CXM tools, Customer Personas	10.11.2021	10.15 – 12.00	Rawson et al. (2013)
  Workshop 1: Customer Personas	15.11.2021	10.15 – 12.00
  Workshop 2: Customer Journey	17.11.2021	10.15 – 12.00	Richardson (2010) Edelman and Singer (2015) Edelman (2010)
  Omni-channel CX, CXM and branding	22.11.2021	10.15 – 12.00	Cook (2014) Harmeling et al. (2019)
  Concept Development and CX measurement	24.11.2021	10.15 – 12.00	Macdonald et al. (2012) Wilson et al. (2015)
  Workshop 3: Group Assignment	29.11.2021	10.15 – 12.00
  Guest Lecture	01.12.2021	10.15 – 12.00
  Group Presentations	08.12.2021	10.15 – 12.00
  Group Presentations, Course Re-cap	10.12.2021	13.15. – 15.00

  
  

Beskrivning