Customer Experience Management

Recommended: Basic introductory marketing course

Customer experience management is a core competence in marketing, central to navigating value‑based considerations across customers, organizations, and society.

By the end of this course, students should be able to:

• Explain the fundamentals of customer experience and customer experience (management).
• Apply appropriate methods and tools to analyze customer experience.
• Identify key challenges in managing customer experience and propose strategies or solutions to address these.

Working life and Generic key skills
In addition to the course-specific academic outcomes listed above, this course also supports the development of the following:

• Communication skills,
  For example, students develop and present a structured written report on customer experience.
• Interpersonal skills,
  For example, students participate effectively and responsibly in collaborative group projects, contributing to team objectives.
• Skills in ethics, responsibility and sustainability,
  For example, students identify ethical issues around customer experience management, thus considering ethical implications of managerial decisions.

According to the teacher's instructions

Former AYMARK2048 Service Marketing. The content is overlapping with the former course, so it cannot be completed by students who have already taken Service Marketing.