The course takes place in period

4 (2020-03-23 to 2020-07-31)


Extension studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The aim of the course is that students will learn
the concepts of customer experience management and be
able to help organizations to become truly customer
centric. The student knows after the completion of the course
what it takes to create a positive customer experience
with a goal to deliver real value at every single customer
touch point.

With marketing automation tools students deliver the right
to the
right person at the right time. Students learn how to optimize
interactions to maximize the customer lifetime value.

Learning outcomes

After the completion of the course, students:

- Understand the fundamental concepts of customer
experience management, CEM
- Understands the importance of a customer first culture
- Can use a process-based approach to implement valuable customer
- Are able to monitor and analyse customer experiences across
- Can optimize for better experiences and interactions based on
- Are able to identify, develop and implement communication to
- Can plan and create a customer journey path to maximize the
lifetime value.

Course contents

- customer experience management overview
- content marketing e.g. video, blog,
- conversion paths
- CTAs
- landing pages
- touchpoints
- marketing automation tools
- customer journey mapping
- experience analytics

Additional information

This course is the third course of the module
Transformation. The module is planned to be taken
as a
15 credits package. The other two courses are
called Digital
transformation and Service Design.

Recommended or required reading

Designing Experiences, Rossman Robert, Columbia Business School Publishing, 2019
Various blogs, websites and handbooks on the web

Study activities

  • Lectures - 30 hours
  • Excursions and demonstrations - 10 hours
  • Practical exercises - 30 hours
  • Project- and production work/artistic activities - 40 hours
  • Internet-based studies - 23 hours


  • Total workload of the course: 133 hours
  • Of which autonomous studies: 133 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Participation in tuition

Assessment methods

  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio

Assessment requirements

To pass the course the student should
accomplish the following:

Examination 1: Hand-in assignments during the
Examination 2: : Present the final project in a
final seminar


Forsström Mikael


Forsström Mikael

Group size

No limit (22 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2019-03-18 to 2020-03-27

Assessment methods

  • Date will be announced later - Demonstrations and presentations
  • Date will be announced later - Reports and productions
Room reservations
Date Time Room Title Description Organizer
2020-04-07 13:00 - 15:00 Customer experience management  Forsström Mikael
2020-04-21 13:00 - 15:00 E384 Customer experience management  Forsström Mikael
2020-05-05 13:00 - 15:00 Customer experience management  Forsström Mikael
2020-05-19 13:00 - 16:00 E384 Customer experience management 

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