23C72050 - Capstone: Customer Experience Management, Lecture, 5.9.2022-14.10.2022
This course space end date is set to 14.10.2022 Search Courses: 23C72050
Assignment 1 (Reading Assignment) - Deadline 02 Oct
After going through the assigned readings for Week 2 (Session 1 and Session 2 assigned readings) answer the following questions. Do not limit yourself to answers from one particular reading. Reflect upon the entire set of readings and try to connect/contrast the ideas and perspectives in different articles in this set of readings.
1. What makes it difficult for managers to measure customer experience? (200 words)
2. Why do marketing managers historically hesitate to act on research data about customer experience ? (200 words)
3. What is the primary difference between how traditional marketing understands customers and how experiential marketing understands customers? (200 words)
4. How can a CEM approach encourage changes to organizational structures and conventions? (200 words)