LEARNING OUTCOMES
Customer experience management and development are crucial for business success. In this course, the fundamental concepts, frameworks, and tools of customer experience management are introduced, and the profound significance of managing customer experiences in contemporary business is explored.
The learning objectives of the course are that, upon completion, the student will:
- understand the importance of developing and managing customer experiences and the associated challenges
- identify contemporary challenges in marketing management broadly, especially in digital environments
- develop skills to design and build excellent customer experiences through rigorous research
- gain an understanding of how to assess customer experiences and how excellence in customer experience contributes to sustainable business development
- learn to apply tools for customer experience management to real-life managerial challenges, e.g., through various case studies.
Credits: 6
Schedule: 04.09.2024 - 10.10.2024
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Kushagra Bhatnagar
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: Finnish, 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 preparationThe 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 IVLanguage 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:
Prerequisites
valid for whole curriculum period:
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Teaching Language: English
Teaching Period: 2024-2025 Autumn I
2024-2025 Spring IV
2025-2026 Autumn I
2025-2026 Spring IVRegistration:
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