Syllabus

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: 26.02.2024 - 10.04.2024

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Juho-Petteri Huhtala

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

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.

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.

  Lectures and workshop sessions (24h)
  Group project (preparation & presentation) (100h)
  Take-home exam (36h)

  Teaching language:

  English in period I Finnish in period IV

  Language of study attainment:

  English in period I Finnish in period IV

DETAILS

Study Material

• valid for whole curriculum period:

  A collection of readings as assigned by the lecturers.

Substitutes for Courses

• valid for whole curriculum period:

  Substitutes for Courses

Prerequisites

• valid for whole curriculum period:

  Prerequisites

FURTHER INFORMATION

Further Information

• valid for whole curriculum period:

  Teaching Language : English

  Teaching Period : 2022-2023 Autumn I
  2022-2023 Spring IV
  2023-2024 Autumn I
  2023-2024 Spring IV

  Enrollment :

  The number of students admitted to the course is restricted to 60.

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

Description