Study Guide

Objective

The aim of this course is to develop the course participant´s ability to apply customer experience management strategy as a core element of customer value management. This includes new perspectives on the customer experience management and exploitation of touchpoint data to support marketing and business decisions. In this approach, the customer is the central to long-term strategy. The student will learn to use selected methods for analyzing the customer experience and developing a customer-centric strategy which supports the designing of the processes, services of a company that will help to boost profits, margins, and customer loyalty.

Content

Customer value management
Customer relationship management
Customer experience management
New perspectives on the customer experience management
Customer experience
Effective experience principles
Branded experience
Customer experience strategy
Touch-point management to support marketing strategy and strategic management

Location and time

The course starts 17.1.2024 and ends 26.5.

Materials

The course literature and supporting material is available in Reppu.
The course assignments are assigned with the core background material and whitepapers in Reppu.
All the course recordings are available in Reppu.

Teaching methods

The course is an online course

The course has four online meetings. 6 - 8 separate lecture recordings will be available.

The study content follows the course content structure and proceeds a grid by grid.
The final case study is tightly linked with working life. The student group can choose the company they will be investigating and evaluate it from the point of view of the customer experience management approach.

The course is full 5 cr course
The course progress monitoring is self-directed
The grading for the whole course is 1-5

Employer connections

Work-related final case study

Exam schedules

-

Completion alternatives

Article reflection - review (individual reflection + review), Due 16.4. P / F
Servitization -case (group), Due 2.5. Grade 1-5 (30 %)
Final presentation (group), Due 21.5. + Written report (group) 26.5. Grade 1-5 (70%)

Student workload

The lectures and assignments are equally distributed.

First online meeting during the intensive week in January.
In April one online lecture + first assignment dead line.
In the beginning of May the second assignment presented in our third online session.
The final presentations presented in the final session 21.5.
The final written presented by the 26.5.

Content scheduling

See above

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

All learning outcomes/ assessment criteria have been achieved to an exceptionally high-level demonstrating the following attributes:
- Exceptional understanding, exploration, insight, and application of the theories and concepts learned.
- Clear adherence to all specifications for the assessment task, including word limit where appropriate
- The organization, structure, and standard of output, including any subject-specific conventions, where applicable, are of very high quality throughout
- Evidence of effective communication of work to peers and others
- Offer stimulating and rigorous arguments that are likely to be at the limits of what may be expected at this level
- The coursework has been executed/performed in an original way
- Outstanding ability to reach appropriate decisions based on incomplete or complex evidence
- Evidence of very high-quality analysis, synthesis, evaluation, and critical appraisal
- Evidence of outstanding problem-solving skills and ability to suggests alternative approaches
- Evidence of outstanding ability to address complex issues both systematically and creatively

Assessment criteria, good (3)

All learning outcomes/ assessment criteria have been met fully at a good or very good standard demonstrating the following attributes:
- Good to very good understanding, exploration, insight, and application of the theories and concepts learned.
- No significant inaccuracies, misunderstandings or errors
- Clear adherence to all specifications for the assessment task, including word limit where appropriate
- The organization, structure, and standard of output, including any subject-specific conventions, where appropriate, are of reasonable to good quality throughout
- Evidence of sufficiently effective communication of work
- Ability to present structured, clear and concise arguments
- The work has been approached and/or executed/performed in a comprehensive way with some degree of originality
- Evidence of sufficient ability to reach appropriate decisions based on incomplete or complex evidence
- Evidence of reasonable to good quality analysis, synthesis, evaluation and critical appraisal
- Evidence of sufficient problem solving skills and ability to suggest alternative approaches

Assessment criteria, satisfactory (1)

All learning outcomes/ assessment criteria have been met demonstrating the following attributes:
- Evidence of sufficient problem solving skills and ability to suggest alternative approaches
- Demonstrate some ability to develop an argument but can lack fluency
- The coursework has been approached and/or executed/performed in a standard way with limited evidence of originality
- Some contextualization but with a heavy reliance on a limited number of sources and, in general, the breadth and depth of sources and research are lacking
- Evidence of study and demonstration of the ability to reach appropriate decisions based on incomplete or complex evidence
- Some, but limited evidence of analysis, synthesis, evaluation, and critical appraisal
- Some evidence of problem-solving skills
- Some evidence of ability to address complex issues adequately