Master 2023/2024

Customer Experience Management in Real Business

Type: Elective course (Marketing: Digital Technology and Marketing Communications)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 2 year, 2, 3 module

Mode of studies: offline

Open to: students of one campus

Instructors: Elena Panteleeva

Master’s programme: Маркетинг: цифровые технологии и маркетинговые коммуникации

Language: English

ECTS credits: 3

Contact hours: 24

Course Syllabus

Abstract

The “Customer experience management in international business” is an elective course, and it is delivered to the second year master students of the Master programs “Marketing: Digital Technology and Marketing Communications” and “Experience economy”. The course length is 154 academic hours in total of which 32 are class hours and the rest is devoted to self-study. The course addresses theoretical foundations of customer-centricity and customer experience management (CEM), customer experience concept and best practices of CEM in international business context. Particular attention is given to the organization of CEM and effects of customer experience. Within the framework of course project, students will learn to conduct customer experience research, plot customer journey map (CJM), design customer experience, and prove the positive impact of this new experience on company’s business performance.