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:
- understanding of the importance and challenges of creating memorable customer experiences
- understanding of contemporary marketing management challenges in digital and omni-channel environments
- skills in designing and building excellent customer experiences through rigorous research into customer needs
- an understanding of how to assess customer experiences and how customer experience excellence contributes to sustainable business development
- applied knowledge on customer experience management through case studies and real-life managerial problems
Credits: 6
Schedule: 01.11.2021 - 10.12.2021
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Tatsiana Padhaiskaya
Contact information for the course (applies in this implementation):
Tatsiana (Tanya) Padhaiskaya
tatsiana.padhaiskaya@aalto.fi
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 preparationThe final breakdown and balance between these elements will be announced at the beginning of the course.
Autumn 2020:
Participation (10%, individual grading)
Group project (60%, group grading)
Take-home exam (30%, individual grading)applies in this implementation
Grading is based on a 0-5 scale.
90-100 % 5
80-89 % 4
70-79 % 3
60-69 % 2
50-59 % 1
0-49% FailThe assessment will be based on the following deliverables:
Participation (10%, individual grading)
Students may earn participation points by actively engaging in the class discussions, commenting, etc. and/or by leaving personal reflections on the course readings through Perusall.Group project (60%, group grading)
The group project consists of a project proposal, an in-class presentation of 20 minutes (15 minutes presentation, 5 minutes Q&A) and a managerial report (max. 10 pages). Groups will have 4 to 5 members. Further information on the topic of the group project and deliverables will be given during Lecture 1.Take-home exam (30%, individual grading)
Take-home exam is an individual assignment which consists of a customer experience assessment of a real-life case. The assignment will be specified and given to the students during the Lecture 12.
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.
Autumn 2020:
Lectures and workshop sessions (24h)
Group project (preparation & presentation) (100h)
Take-home exam (36h)
DETAILS
Study Material
valid for whole curriculum period:
A collection of readings as assigned by the lecturers.
applies in this implementation
Lecture slides and workshops, no textbook required; course centers around business articles assigned by the lecturer (e.g. Journal of Marketing, Harvard Business Review, etc.).
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
SDG: Sustainable Development Goals
4 Quality Education
8 Decent Work and Economic Growth
9 Industry, Innovation and Infrastructure
11 Sustainable Cities and Communities
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Priority is given to (1) Aalto BSc Marketing students, (2) Aalto students studying a minor study package in Fashion Management, (3) open university students, (4) BIZ exchange students, (5) JOO-students, (6) BIZ students
Teaching Period:
2020-2021 Autumn I, Spring IV
2021-2022 Autumn II, Spring IV
Course Homepage: https://mycourses.aalto.fi/course/search.php?search=23C72050
Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu (sisu.aalto.fi) instead of WebOodi.
Check registration time in Sisu.
applies in this implementation
All lectures are held online through Zoom. Recorded versions of the lectures as well as lecture slides will be available on MyCourses.
Details on the schedule
applies in this implementation
Session
Date
Time
Readings
Introduction and Course Practicalities
Why CXM is important?
01.11.2021
10.15 – 12.00
Meyer and Schwager (2007)
Key concepts: CX management, touchpoints, Customer journey
03.11.2021
10.15 – 12.00
Richardson (2015)
Homburg et al.(2017)
Yohn (2015) and Yohn (2018)
Customer journey, CXM as a firm-level approach, CXM tools
08.11.2021
10.15 – 12.00
Richardson (2010)
Puhlmann (2013)
Lemon and Verhoef (2016)
CXM tools, Customer Personas
10.11.2021
10.15 – 12.00
Rawson et al. (2013)
Workshop 1: Customer Personas
15.11.2021
10.15 – 12.00
Workshop 2: Customer Journey
17.11.2021
10.15 – 12.00
Richardson (2010)
Edelman and Singer (2015)
Edelman (2010)
Omni-channel CX, CXM and branding
22.11.2021
10.15 – 12.00
Cook (2014)
Harmeling et al. (2019)
Concept Development and CX measurement
24.11.2021
10.15 – 12.00
Macdonald et al. (2012)
Wilson et al. (2015)
Workshop 3: Group Assignment
29.11.2021
10.15 – 12.00
Guest Lecture
01.12.2021
10.15 – 12.00
Group Presentations
08.12.2021
10.15 – 12.00
Group Presentations, Course Re-cap
10.12.2021
13.15. – 15.00