Developing the Customer Experience (5 ECTS)

Objective

Upon completion of the course students will be able to understand the importance of customer experience in developing business oriented service solutions. The student will be able to understand the role of consumer behavior theories in improving customer experience and describe the existing customer journey from the user’s point of view. The student will be able to recognize development needs and create ideas for their solution and plan and describe service solutions that support set goals.

Content

- Basics of consumer behaviour theory
- Values in consumer behaviour
- Methods for developing the customer service experience
- Customer experience
- The role of services in building well-being in the society

Location and time

According to the schedule

Materials

Consumer behaviour : an European perspective / Michael Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg. or similarKur
Other course material

Teaching methods

Interactive lecture
Guided assignmets
Group assignments
Workshop

Employer connections

Visiting lectures

Exam schedules

-

International connections

Course assignment with a partner university

Completion alternatives

Assignments independently

Student workload

Contact sessions 52 hours
Learning assignments 48 hours
Individual studying 35 hours

Content scheduling

-

Further information

Prerequisite: Marketing studies 5 ECTS

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

60% individual assignments
40%n group assignments

Qualifications

Marketing or equivalent competences