| CODE | MRK5015 | ||||||||||||
| TITLE | Customer Experience Design for Marketing and Management | ||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||
| MQF LEVEL | 7 | ||||||||||||
| ECTS CREDITS | 5 | ||||||||||||
| DEPARTMENT | Marketing | ||||||||||||
| DESCRIPTION | Customer Experience refers to experience customers have when they interact with a brand or a company. Customer Experience Design is the practice of designing products and services with the customer in mind in order to create a qualitative and positive experience. Every touchpoint within the interaction between the customer and the product or service is designed in such a way that generates experiences based on the promise of the brand or the company providing it. Using a mix of theory, practice, research and case studies, this study-unit will give an insight in the ins and outs of consumer experience. In that case it will bring together/refresh elements about branding, design thinking, customer behaviour, service marketing, market research, multi-channel storytelling, data analysis and strategy with a consumer-centred and context related focus. The study-unit will cover the following elements of the consumer experience strategy chain; Experience Design process (what is it, which elements to take in consideration, focus on consumers), Content marketing focusing on Transmedia storytelling / multi-channel marketing, as online alone is not enough to convince customers/interact with consumers, Customer values (cross-cultural), Persuasion, Consumer engagement (including co-creation), the influence of new technologies such as AI on consumer behaviour, Tools to measure customer experience, Consumer Journey Mapping , Consumer Insights and Ethics related to Customer Experience. Study-Unit Aims: The aim of this study-unit is to learn the key elements of effective customer experience design and to develop the skills and competences needed to allow the students to create a customer experience strategy that integrates all elements of customer experience design in order to establish sustainable competitive position in the market. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Understand what customer experience involves. - Learn how to use the key elements of customer experience to differentiate a company from competition. - Understand the ethical aspects of customer experience management. - Understand how the brand story may impact the customer’s experience. - Know how to use conceptual and practical knowledge on customer experience in order to create meaningful experiences. - Learn how to engage customers as co-designers in the process of the strategy. 2. Skills: By the end of the study-unit the student will be able to: - Analyse the impact of sociocultural context and consumer insights on the design and development of improving customer experience. - Develop a customer experience journey. - Identify the gaps in corporate strategy elements that have an effect on the development. - Implement an effective customer experience strategy. - Learn how to get the story right on multiple-platforms. - Measure customer experience through various methodologies. Main Text/s and any supplementary readings: Main Texts: - Kalbach, J., Mapping Experiences – A complete guide to creating value through journeys, blueprints & diagrams, O’Reilly Media, 2016. - Solis, B., X: The Experience Where Business Meets Design, Wiley, 2017. - Course Slides Supplementary Readings: - Pennington, A., The Customer Experience Book – The Sweet Spot – How to design measure and improve Customer Experience in your business, Pearson Education Limited, 2016. - Goodman, J.A., Customer Eperience 3.0 – High-Profit Strategies in the Age of Techno Service, Amacom, 2014. - Homburg, C et al., Customer experience management: toward implementing an evolving marketing concept, J. of the Acad. Mark. Sci. (2017) 45:377-401. - Stein, A. and Ramaseshan, B. Towards the identification of customer experience touch point elements, Journal of Retailing and Consumer Services 30 (2016) 8–19. |
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| STUDY-UNIT TYPE | Lecture | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Jirka Konietzny |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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