Customer Experience and Its Development (5 ECTS)

Objective

On completion of the course the student will be able to
• analyse consumer behaviour in the various phases of the customer process.
• understand and utilize the methods of service design.
• develop a company’s service process taking consumers into account.
• understand the relevance of customer data in the development of customer relationships.

Content

• the frame of reference of consumer behaviour
• basic terminology and methods in service design
• service and sales process design
• customer relationship management (CRM)

Location and time

Accprding to the schedule
Week 42, intensive studies.

Materials

Consumer behaviour : an European perspective / Michael Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg.

Teaching methods

Interactive lecture
Guided assignmets
Group assignments
Workshop

Further information

Prerequisite: Marketing studies 5op

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Students have achieved the course objectives fairly. Students 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)

Students have achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Students are able to define the course concepts and models and are able to justify the analysis. The student is able to apply their 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)

Students have achieved the objectives of the course with excellent marks. Students master commendably the course subject area’s concepts and models. Students are able to make justified and fluent analysis and to present concrete development measures. The students are well prepared to apply their knowledge in leisure, study and work situations. Students are able to analyze the business sector expertise and the development of their own expertise.

Assessment criteria, approved/failed

Students have achieved the course objectives fairly. Students 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

Independent assignments 20%
Project work either in group or independently 40%
Book exam 40%