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.


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


CEFR level (valid for whole curriculum period):

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

Teaching language: English. Languages of study attainment: English


  • 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  

  • 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)


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
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:

    Course Homepage:

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

Details on the schedule
  • applies in this implementation

    Timetable and Course Topics





    Introduction and Course Practicalities

    Why CEM is important?


    17.15 – 18.45

    Meyer and Schwager (2007)

    Key concepts: CX management, touchpoints, Customer journey


    17.15. – 18.45

    Richardson (2015)

    Homburg et al.(2017)

    Yohn (2015)

     Yohn (2018)

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


    17.15. – 18.45

    Richardson (2010)

    Puhlmann (2013)

    Lemon and Verhoef (2016)

    CXM tools, Customer Personas


    17.15. – 18.45

    Rawson et al. (2013)

    Workshop 1: Customer Personas


    17.15. – 18.45

    Workshop 2: Customer Journey


    17.15 – 18.45

    Richardson (2010)

    Edelman and Singer (2015)

    Edelman (2010)

    Omni-channel CX, CXM and branding


    17.15. – 18.45

    Cook (2014)

    Harmeling et al. (2019)

    Concept Development and CX measurement


    17.15. – 18.45

    Macdonald et al. (2012)

    Wilson et al. (2015)

    Workshop 3: Group Assignment Consultations


    17.15. – 18.45

    Guest Lecture


    17.15. – 18.45

    Group Presentations


    17.15 – 18.45

    Group Presentations, Course Re-cap


    17.15. – 18.45