Customer Experience

Historically, business approaches have been almost exclusively focused on the marketing mix itself, especially for product-related exchanges. As a result, the customer at the centre of the framework became an almost forgotten concern for many marketers. The course "Customer Experience" focuses on the design and marketing of emotionally stimulating, value-creating customer experiences. Students will strategically evaluate and critique current traditional marketing and management strategies in terms of their customer focus. The class format involves a mix of class lectures and in-class workshops, case analyses and presentations, best practice discussions, and individual assignments. Students will enhance their learning through group work and in-class presentations as well as individual research projects. The sessions are interactive, stimulating student thinking and critical review.