SLM 1004 Introduction to Customer Experience Management

SLM 1004 Introduction to Customer Experience Management

Kurskode: 
SLM 1004
Institutt: 
Markedsføring
Studiepoeng: 
0
Kursansvarlig: 
Anders Gustafsson
Carlos Velasco
Emnenavn på engelsk: 
Introduction to Customer Experience Management
Produktkategori: 
Executive
Portefølje: 
Executive Short Learning Modules
Semester: 
2022 Vår
Aktiv status: 
Aktivt
Studienivå: 
-
Undervisningsspråk: 
Engelsk
Kurstype: 
Ett semester
Introduksjon

There is an increase in focus on “customer experience” as a source of competitive advantage. Organizations and customers interact through a wide variety of physical, online, and mobile channels during various stages of the customer journey (before, during, and after purchase). Importantly, all these interactions need to be managed as marketing managers need to develop and sustain consistent brand experiences across these channels. 
This course introduces you to the field of customer experience management. We will discuss what customer experiences and customer experience management actually are and which insights organizations need to collect. 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.
 

Kunnskapsmål

Understand what a customer experience is and how it can be managed.
Understand how customer experiences can be formed in different contexts.
 

Ferdighetsmål

Creating different forms of illustration of customer journeys

Generell kompetanse

Understand how a change process for customer experience can be implemented to enhance customer experience.

Kursets innhold

1. Introduction to customer experience
2. Touchpoints and Goals
3. Customer Journeys
4. Experiencescapes
5. Designing and innovating experiences
 

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.

The list of literature for the course BIK 2954 Customer Experience Management can be found here. See also the curriculum in the learning portal and additional information

 

I BIs etter- og videreutdanningstilbud ved BI Executive, stilles det et gjensidig krav til student og kursansvarlig om involvering av studentens erfaring i planlegging og gjennomføring av kurs, moduler og programmer. Det vil si at studenten har rett og plikt til å involvere seg med egen kunnskap og relevant erfaring.
 

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.

Eksamenstype: 
Ingen
Total vekting: 
0
Sum arbeidsinnsats: 
0

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