Syllabus

LEARNING OUTCOMES

Credits: 6

Schedule: 10.05.2022 - 16.06.2022

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 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

• 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, customer journeys, omnichannel marketing, market research, and design thinking.

  
  

Assessment Methods and Criteria

• applies in this implementation

  Assessment Methods and Criteria

  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: 23.05.2022 – 23:55

  Presentation deadline: 13.06.2022 – 23:55

   

  Individual assignment (30%, individual grading)

  Individual reflexive assignment that aims to describe what students have learned throughout the course. Further information will be given during Lecture 1.

  Individual assignment submission deadline: 23.06.2022 -23:55

   

  Take-home exam (30%, individual grading)

  Take-home exam is an individual assignment that 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: 30.06.2022 - 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)

  
  

DETAILS

Study Material

• 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:

  Course Homepage: https://mycourses.aalto.fi/course/search.php?search=A23C72050

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

Details on the schedule

• applies in this implementation

  Timetable and Course Topics

  Session	Date		Time	Readings
  Introduction and Course Practicalities Why CEM is important?	10.05.2022		17.15 – 18.45	Meyer and Schwager (2007)
  Key concepts: CX management, touchpoints, Customer journey	12.05.2022		17.15. – 18.45	Richardson (2015) Homburg et al.(2017) Yohn (2015)  Yohn (2018)
  Customer journey, CXM as a firm-level approach, CXM tools	17.05.2022	17.15. – 18.45		Richardson (2010) Puhlmann (2013) Lemon and Verhoef (2016)
  CXM tools, Customer Personas	19.05.2022	17.15. – 18.45		Rawson et al. (2013)
  Workshop 1: Customer Personas	24.05.2022	17.15. – 18.45
  Workshop 2: Customer Journey	25.05.2022	17.15 – 18.45		Richardson (2010) Edelman and Singer (2015) Edelman (2010)
  Omni-channel CX, CXM and branding	31.05.2022	17.15. – 18.45		Cook (2014) Harmeling et al. (2019)
  Concept Development and CX measurement	02.06.2022	17.15. – 18.45		Macdonald et al. (2012) Wilson et al. (2015)
  Workshop 3: Group Assignment Consultations	07.06.2022	17.15. – 18.45
  Guest Lecture	09.06.2022	17.15. – 18.45
  Group Presentations	14.06.2022	17.15 – 18.45
  Group Presentations, Course Re-cap	16.06.2022	17.15. – 18.45

  
  

Description