AB-3-006

• 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
• International business 2016 - Digital transformation
• International business 2017 - Digital transformation
• International business 2018 - Digital transformation

4 (2019-03-18 to 2019-07-31)

English

Optional

First

3

5 cr

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.

Furthermore, students will learn the key
components of planning and creating an effective Inbound
strategy. By understanding the inbound methodology and
how it helps businesses attract, convert, close and delight
customers, students will have the knowledge to
develop solutions for any company that want to sustain
differentiation, outperform the competition and secure
financial growth.

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 a
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 attract, convert, close and delight
customers
- Can plan and create conversion path to effectively
generate leads
- Know how to turn leads to profitable customers

- customer experience management overview
- essentials of an effective inbound strategy
- content marketing
- conversion paths
- CTA
- landing pages
- How to build inbound strategy
- touchpoints
- Inbound marketing software platforms

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.

Inbound Marketing, Revised and Updated: Attract, Engage,
and
Delight Customers Online, Halligan Brian. 2014.
Material in itslearning
Various blogs, websites and handbooks on the web

• 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

Participation in tuition

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

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

Forsström Mikael

Forsström Mikael

https://arcada.itslearning.com/ External link

No limit (18 students enrolled)

12 months after course has ended

2019-03-04 to 2019-03-31

• Date will be announced later - Demonstrations and presentations
• Date will be announced later - Reports and productions