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Opintojakson toteutussuunnitelma

 Palaa
GroupT31DY18S/Degree Programme in International Business Management, Master's Degree (Tornio)
Study unitT31DY63 Customer Experience Management, 5.00 ECTS credits, 133 h
ADVANCED PROFESSIONAL STUDIES
ImplementationPerustoteutus/18001
UnitMinerva (Kauppakatu 58) Tornio
Time of implementationSpring1/2018-2019, Spring2/2018-2019
Responsible teacher
Other teachersOkuogume Anthony
Status of implementationComing

Description status Under modification
  
Language of instruction English
Starting and ending dates01.01.2019 - 20.05.2019
Minimum number of participants  
Maximum number of participants  
Enrolment period01.09.2018 - 31.12.2018
Implementation method Virtual studies
Virtuality 5 ECTS credits
R&D integration 5 ECTS credits
Resit dates of the exam
Koulutuksen aikataulu (www-linkki)
Description language English 
Objectives

To develop and demonstrate the student’s ability to apply customer experience management (CEM) 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. To use selected methods for analyzing the customer experience strategy and process of a company. Lastly to offer a student the ability to carry out demanding specialist tasks independently in the strategic management of CEM through Touch-Point management and its exploitation to support marketing strategy and the strategic management of the business.

 
Assessment criteria

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Pedagogical arrangements

Learning approach

Although lectures, discussions and exercises will be used the learning approach of the course will be founded on problem and experiential based learning where knowledge and skills developments is made through application in a real-world setting.

Therefore, the learning process will be students driven. The problem solving and innovation skills would be encouraged and nurtured as a core part of the learning process and outcome. The course is designed to be very participative and students would be able to develop theoretical and practical insights on business model innovation and its application as a core part of the strategic management of the business.

Learning groups

Learning groups will be established from day one and will be used to support group's learning and for working on the integrative project that will be assigned to each group.

RDI Integration with the learning process

The learning process will be student driven. The problem solving and innovation skills would be encouraged and nurtured as a core part of the learning process and outcome. The course is designed to be very participative and students would be able to develop theoretical and practical insights on customer value management and the application customer experience principles and strategies.

The practical orientation and integration with development work will be accomplished through the following phases during the implementation of the integrated project work.                          

Note: All these will be made as development work for the student's company and to support the student s thesis process if the topic is related to CEM.

Material

Collin Shaw. The DNA of customer experience. How emotions drive values. Palgrave, 2007.

Douglas Conant & Mette Norgaard. Touchpoint. Creating powerful leadership connections in the smallest of moments. Jossey-Bass, 2011.

Gary W. Millet & Blain W. Millet. Creating and delivering totally awesome customer experience. Art and science of customer experience mapping, 2002.

McKinsey & Company. Using customer analytics to boost corporate performance. Marketing Practice, January 2014.

Hilary lines & Jacqui Scholes-Rhodes. Touchpoint leadership. Kogan Page, 2013.

Bernd Schmitt. Experience Marketing. Concepts, Frameworks and Consumer Insights. Marketing vol4, no. 2 (2010), 55 - 112.

Hilary lines & Jacqui Scholes-Rhodes. Touchpoint leadership. Kogan Page, 2013.

Nicolas Maechler, Kevin Neher, and Robert Park. From touchpoints to journeys: Seeing the world as customers do. McKinsey & company, 2016

Content
  • Customer value management (CVM)
  • Customer experience Management (CEM)
  • New perspectives on the customer experience management
  • Types of customer experience
  • Customer experience lifecycle
  • Customer experience
  • The Effective Experience principles
  • Branded Experience
  • Leading the CEM strategy in an organization
  • Customer insight management with customer touchpoints data
  • Touchpoints
    • Voice of the customer (VOC) Management
    • Touchpoints analysis
    • Touch-Point management
    • Touchpoint data collection and analytic tools
    • Analyzing and interpretation of customer insight data for strategic insights
    • Obtaining quantitative measures and descriptions about customers and their perception
    • Use and implementation of analytics

Presentation of development options and their possible implementation.

Assessment

Assessment 1,2,3,4,5.

The assessment criteria are the following:

Grade 0: The student did not submit the course assignments or these assignments did not meet the minimal quality requirements presented in the class.

Grades 1-2: The student has delivered the assignments, which are prepared generally according to the defined requirements. The student understands mostly correctly the subject matter concepts and is able to apply them. However, there is a room for development in the content of the assignments. Business challenges and recommendations are rather general and are not elaborated in details.

Grades 3-4: The student has delivered the assignments, which are prepared according to the requirements presented in the class. The student understand very well the subject matter concepts and is able to apply them correctly. The student also understands well the role of customer experience management and touchpoint management in the definition of the business strategy, competitive differentiation (brand promise) and profitability. Additionally, the student is able to give useful development recommendations utilizing his/her knowledge and skills on the subject.

Grade 5: The student has delivered the course assignments and these are prepared according to the requirements presented in the class. The student understand deeply the subject matter concepts and is able to apply them correctly. The student also understands well and is able to analyze critically different factors in the design and implementation of customer experience strategy in the case company. In addition, the student is able to propose ideas for the conversion of the current business models of the case company through the exploitation of touchpoint data. Moreover, the student is able to give useful development recommendations with proper argumentation in different situations.

 Palaa