BIK 2954 Customer Experience Management

BIK 2954 Customer Experience Management

Kurskode: 
BIK 2954
Institutt: 
Markedsføring
Studiepoeng: 
7.5
Kursansvarlig: 
Anders Gustafsson
Carlos Velasco
Emnenavn på engelsk: 
Customer Experience Management
Produktkategori: 
Executive
Portefølje: 
Spesialkurs
Semester: 
2022 Vår
Aktiv status: 
Aktivt
Studienivå: 
Bachelor
Undervisningsspråk: 
Engelsk
Kurstype: 
Ett semester
Introduksjon

Customer experience management has been on the agenda for most organizations lately but what is it and how can it be used to improve perceptions of brands, customer satisfaction and/or profitability? Customers will always have an experience with an offering – it is impossible not to have one! The goal of this course is to give and overview of the area and equip the participants with some of the tools that is useful to capture and understand customer experiences.

We will discuss what customer experiences and customer experience management actually are and which insights organizations need to collect in order to better manage experiences. We will also illustrate how organizations can optimize the customer journey, outline how servicescapes/experiencescapes can support the customer experience, and finally, demonstrate how adopting a customer experience management logic requires the entire organization to become more customer centric.

The customer experience is comprised of cognitive, emotional, physical, sensorial, and social elements that mark the customer’s direct or indirect interaction with a (set of) market actor(s). For this reason, this course will also cover various ways of conceptualizing, measuring, and capturing customer experiences in order to derive insights that result in competitive advantage for firms.

Finally, this course will also cover customer experiences in light of the changing landscape of digital technologies. In particular, it will build on marketing, psychology, and human-computer interaction (HCI), to conceptualize customer experiences in offline, mixed reality (offline and online), and virtual environments.

Kunnskapsmål

Develop a general understanding of the area of experience management.

Understand the notion of customer experience and customer journeys and be able to understand how to identify customer pain and pleasure points

Learn about the role of emotions and multisensory aspects of brands and brand touchpoints in customer evaluations and product choices.

Understand the changing landscape of digital touchpoints and the role of digital technologies in mixed reality (offline and online) customer experiences.

Ferdighetsmål

Critically think about customer experiences.

Tools and techniques to manage customer experiences.

Customer journey mapping.

Brand touchpoint multisensory and affective evaluation.

Mixed reality experiences development.

Generell kompetanse

Managing customer experiences (eg. capturing customer journeys, identifying key performance indicators, creating new solutions) across multiple touchpoints and channels.

Kursets innhold

Introduction to customer experience management

Measuring customer experiences

The digital customer experience

Undervisnings- og læringsaktiviteter

The course is 100% web based. The teaching takes place online and consists of webinars and other digital learning elements, such as educational recordings, podcasts and video clips.

 

In all BI Executive courses and programs, there is a mutual requirement for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.
 

Dataverktøy
Dataverktøy definert under punktet "Undervisnings- og læringsaktiviteter".
Tilleggsinformasjon

The course is part of the SLM course series, Customer Experience Management, which consists of the SLM courses SLM 1004 Introduction to Customer Experience Management, SLM 1005 Measuring Customer Experiences, and SLM 1006 The Digital Customer Experience. The courses are based on the course BIK 2954 Customer Experience Management, 7.5 ECTS. If you have completed three courses from the same SLM course series, and meet the admission requirements to take the BI exam, you can take an exam within that course series, which gives a total of 7.5 credits.

Kvalifikasjoner

Generell studiekompetanse

 

Covid-19
Grunnet Covid-19 pandemien vil det kunne forekomme avvik i undervisnings- og læringsaktiviteter samt eksamen, sammenlignet med det som er beskrevet i denne kursbeskrivelsen.

EksamenskategoriVektingTilsynVarighetGrupperingKommentar eksamen
Eksamenskategori:
Innlevering
Vurderingsform:
Skriftlig innlevering
Eksamenskode:
BIK 29541
Karakterskala:
ECTS
Sensorordning:
Intern og ekstern sensor
Kontinuasjon:
Eksamen ved neste kursgjennomføring
100Nei72 Time(r)Individuell 72 timers hjemmeeksamen.
Eksamen:
Eksamenskategori:Innlevering
Vurderingsform:Skriftlig innlevering
Vekting: 100
Tilsyn:Nei
Gruppering (størrelse):Individuell
Varighet:72 Time(r)
Kommentar: 72 timers hjemmeeksamen.
Eksamenskode:BIK 29541
Karakterskala:ECTS
Kontinuasjon:Eksamen ved neste kursgjennomføring
Eksamenstype: 
Ordinær eksamen
Total vekting: 
100
Forventet arbeidsinnsats
AktivitetVarighetKommentar
Eksamen
24 Time(r)
72 hour take home exam
Webinar
45 Time(r)
Studentenes eget arbeid med læringsressurser
131 Time(r)
Sum arbeidsinnsats: 
200

Et kurs med 1 studiepoeng tilsvarer en arbeidsmengde på 26-30 timer. Et kurs på 7,5 studiepoeng tilsvarer derfor en arbeidsmengde på minimum 200 timer.