The course is included in these curricula and study modules
- Information technology 2018 - Digital transformation
- Business administration 2016 (logistics) - Digital transformation
- Business administration 2016 (marketing) - Digital transformation
- Business administration 2016 (tourism) - Digital transformation
- Business administration 2017 (logistics) - Digital transformation
- Business administration 2017 (marketing) - Digital transformation
- Business administration 2017 (tourism) - Digital transformation
- Business administration 2018 (logistics) - Service development
- Business administration 2018 (marketing) - Service development
- Business administration 2018 (tourism) - Service development
- Business administration 2019 - Service development
- Business administration 2020 - Service development
- International business 2016 - Digital transformation
- International business 2017 - Digital transformation
- International business 2018 - Service development
- International business 2019 - Service development
- International business 2020 - Service development
The course takes place in period
4 (2020-03-23 to 2020-07-31)
Level/category
Teaching language
English
Type of course
Optional
Cycle/level of course
First
Recommended year of study
3
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
information
to the
right person at the right time. Students learn how to optimize
customer
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
experiences
- Are able to monitor and analyse customer experiences across
various
touchpoints
- Can optimize for better experiences and interactions based on
multiple
metrics
- Are able to identify, develop and implement communication to
delight
customers
- Can plan and create a customer journey path to maximize the
customer
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
Digital
Transformation. The module is planned to be taken
as a
whole
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
Workload
- 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
course
Examination 2: : Present the final project in a
final seminar
Teacher
Forsström Mikael
Examiner
Forsström Mikael
Home page of the course
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
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 |