Customer Experience Management
Course content
The course will introduce students to the concept of Customer Experience Management. Based on a general assessment of the concept, the course will center around specific topics that relate to the need, the assessment, the creation and the implementation of customer experience management. Specifically, the following topics will be discussed: (1) challenges for marketing managers in the omni-channel environment, (2) stakeholders of the customer experience, (3) strategies for superior customer experience creation, (4) strategic role of touchpoint innovations, (5) assessment of customer experiences by experience tracking. In general the course will focus on a case study methodology and will use various industry examples.
Assessment & grading
Grading is based on a 0-5 scale. The assessment will be on the following criteria:
§ In-class participation (10%, individual grading)
§ Presentation (50%, group grading)
§ Written assignment (40%, individual grading)
Assignments
Participation: The course is based on interactive discussions. Active participations is expected and will be graded.
Group Presentation: The group presentation consist of a written 1/2 - 1 page proposal, a short 2 page management report (due on the date of the presentation) and an in-class presentation of 30 minutes (20 minutes presentation, 10 minutes Q&A). Groups will have approximately 3 members. Further information on the topic and deliverables will be given in the #1 Session (i.e. Introduction to CEM).
Written assignment: The written assignment is an individual report which consist of a customer experience assessment of an assigned case. The assignment will be specified and given to the students during the lecture on Nov 28.
Proposal, management reports, presentation (pdf-format) and written
assignment are to be handed-in via email to juho-petteri.huhtala@aalto.fi
|
Lectures |
20h |
|
Independent case preparation & revision |
50h
|
|
Group
project |
50h |
|
Written Assignment |
40h |
|
Total |
160h (6 cr) |