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: 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


  • 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.

  • 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


Study Material
  • valid for whole curriculum period:

    A collection of readings as assigned by the lecturers.

Substitutes for Courses


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