General

  • General

    NOTE: No sessions or workshops on 11.09. and 09.10.!




    Schedule for the last two sessions:

    Group Presentation (10 min) Discussant (i.e. asks questions & gives comments after presentation)
    1 (Pylvinen et al.) Mon 14.10. (1st presentation) (for Group 2) Wed 16.10.
    2 (Vienamo et al.) Wed 16.10. (1st) (for Group 1) Mon 14.10.
    3 (Lamoureux et al.) Mon 14.10. (2nd) (for Group 4) Wed 16.10.
    4 (Kallonen et al.)* Wed 16.10. (2nd) (for Group 3) Mon 14.10.
    5 (Pohsuan et al.) Mon 14.10. (3rd) (for Group 6) Wed 16.10.
    6 (Niemann et al.) Wed 16.10. (3rd) (for Group 5) Mon 14.10.
    7 (Koh et al.)*
    		 Mon 14.10. (4th) (for Group 8) Wed 16.10.
    8 (Pättikangas et al.) Wed 16.10. (4th) (for Group 7) Mon 14.10.
    9 (Tolonen et al.) Wed 16.10. (5th, JPH discussant) (for Group 7) Mon 14.10.
    * = Updated 9.10.2019

    Extras: On monday (14.10.) - Instructions for take home exam (JPH)
    Extras: On wednesday (16.10.) - Feedback + your future student journey (JPH)


    Course content

    This course focuses on the state of the art of Customer Experience Management. Students will (1) understand the challenges for marketing managers in in the multimedia and omni-channel environment and the resulting need for the management of customer experiences, (2) learn in which context and how customer experience management can be effectively applied to solve these challenges, (3) know how customer experience management relates to further marketing activities along the customer journey,  (4) learn the fundamentals and the tools of designing and delivering superior customer experiences, (5) learn how to assess and quantify customer experiences and their effect on related marketing outcomes and (6) apply their knowledge to case studies and managerial problems to foster managerial skills.

    Based on a general assessment of the concept, the course will center around specific topics and practical tools that relate to the need, the assessment, the creation and the implementation of customer experience management.

    Assessment & grading

    Grading is based on a 0-5 scale. The assessment will be on the following criteria:

    • Participation (10%, individual grading)
    • Group project i.e. case study (60%, group grading)
    • Take home Exam (30%, individual grading)
     

    Assignments

    Participation (10%, indivudal grading):

    Personal Attendance Sheet (given in the first session) is used for self-assessing the class participation. 

    For each session, students are expected to mark down their contributions to class discussion (e.g. “I made the comment of X”), and suggest a grade to themselves (1-5). Students pick up the sheets before each class, and then hand them in at the end.

    Group project (60%, group grading)

    The group project consist of an in-class presentation of 15 minutes (10 minutes presentation, 5 minutes Q&A) and management report (consulting-slide presentation format; max. 20 slides). Groups will have approximately 5 members. Further information on the topic and deliverables will be given in the Session 3 (i.e. Customer Personas).


    Presentation deadline: 13.10.2019 - 23:59

    Management report deadline: 18.10.2019 - 23:59 

    Take home Exam (30%, individual grading)

    Take home Exam 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 and uploaded to MyCourses during the Session 7 14.10..

    Take home exam deadline: 28.10.2019 - 23:59 

    Management report, presentation and written assignment are to be handed-in via email to: juho-petteri.huhtala@aalto.fi















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Materials and detailed schedule (updated: 07/10/2019)►