Customer Experience Management (5cr)

Evaluation scale

0 - 5

Content scheduling

The course includes a kick-off and a closing meeting, both held online. During the course, it is possible for the student to listen to pre-recorded lectures.
During the final session, the outcomes of the project work will be presented.
The practical project work is carried out in groups, while the exam is completed independently.
Group assignments will be formed in Reppu at the beginning of the course.

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.

Execution methods

Lectures, online lectures, case studies and articles review.

Accomplishment methods

- Online lectures
- Recorded lectures
- Project works (2)
- Online exam

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 will be delivered as online teaching during the spring semester, according to the timetable.
Most of the course will be studied independently or in groups. The learning environment is Reppu, available from March 9 to May 31, 2026.

Assessment will take place two weeks after the final assignment deadlines. The submission dates for course assignments will be agreed upon together with the student group at the beginning of the course.

Materials

The learning materials and course literature are available in Reppu and will be updated throughout the course.

Teaching methods

The course consists of two online meetings: a kick-off session and a closing session, as well as pre-recorded lectures.
The lectures are accompanied by independent learning assignments available in Reppu. These assignments help you practice and understand the key contents of the course.

In addition, the course includes two group-based project assignments, each worth approximately 2 ECTS credits (4 ECTS), which corresponds to about 100 hours of work. The projects guide you in applying the knowledge you have learned.

The project assignments are graded numerically and form the main part of the course assessment. Finally, there is a Reppu exam, which accounts for 1 ECTS credit of the course grade. The exam is evaluated as pass/fail.

Exam schedules

The exam will be conducted as an online exam in the Reppu environment at the end of the course.
The exact dates will be agreed upon during the course's kick-off session.

Completion alternatives

There is no optional completion method for the course.

Student workload

The course requires approximately 135 hours of student work.
Lectures account for 10 hours. The remaining 125 hours are dedicated to assessed project works and the course exam.

These figures are indicative, and the actual workload depends on the amount of time each student chooses to spend on their studies.

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

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, 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

Further information

Guidelines for the use of AI—including its possibilities and limitations—will be reviewed during the first session in relation to the course assignments (based on Arene's AI recommendations).

Failure to follow the given instructions may result in the rejection of the course. If this is the case only with separate assignment, the student will be required to redo the task to receive a passing grade.

Recordings will be made of the two joint online sessions, and they can be listened to later.

As with all the courses, it is possible to apply for credit transfer or recognition of prior learning (RPL) for the course, including the opportunity to integrate prior experience through a process of learning validation.