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Бакалавриат 2020/2021

Управление опытом потребителей

Статус: Курс по выбору (Маркетинг и рыночная аналитика)
Направление: 38.03.02. Менеджмент
Когда читается: 4-й курс, 3 модуль
Формат изучения: без онлайн-курса
Язык: английский
Кредиты: 4

Course Syllabus

Abstract

Nowadays it is harder for companies around the globe differenciate themselves by product or service, distinctiveness increasingly lies in creating and managing a seamless, memorable customer experience. That is why customer experience is becoming a key component of business strategy, and leading companies are searching for a new type of marketing professionals - customer experience managers. “Customer experience management” is an elective course for the students at the bachelor degree programs offered by the HSE University. The overall objective of the course is to develop fundamental theoretical knowledge of customer experience concept, as well as practical skills needed for a customer experience manager. Course comprises the major concepts, such as experience economy, experiential marketing, customer experience, etc., as well as specific tools and frameworks applied for customer experience enhancement. Teaching methods include lectures, homework assignment, group projects, and in-class discussions.
Learning Objectives

Learning Objectives

  • The main goal of this course is to develop fundamental theoretical knowledge of customer experience concept, practical skills and competencies needed for effective customer experience management
Expected Learning Outcomes

Expected Learning Outcomes

  • Knows key definitions (experience economy, experiential marketing, etc)
  • Explaines the difference between traditional and experiential marketing
  • Distinquishes the meaning of value in goods-dominant and service-dominant logic
  • Knows the elements of customer experience construct
  • Able to choose proper methods of CX study
  • Applies skills of customer journey mapping
  • Understands the links between CX, customer loyalty and company's bottom line
  • Applies customer experience management framework
  • Applies competitive, experiential benchmarking
  • Understands the link between CX, customer loyalty and company's bottom line
  • Understands the difference between multichannel and omnichannel marketing
  • Analyzes omnichannel customer journey
Course Contents

Course Contents

  • Introduction: experience economy and experiential marketing
    Experience economy and experiential marketing: key definitions. Progression of economic value: from goods and services to experiences. Why experiences matter? Traditional vs experiential marketing. Key characteristics of experiential marketing. From features and benefits to customer experiences. Customer value concept: economic and marketing viewpoints. Customer value in goods- and service-dominant logic. Changing role of customers: from passive to active. Main characteristics of modern consumers
  • Customer experience concept and customer journey map (CJM)
    What is CX? Main characteristics of CX. CX construct: sensorial, cognitive, affective, social/relational, lifestyle, and pragmatic components. Customer experience and related concepts (brand experience, product experience, shopping and service experience, consumption experience, employee experience). Stages of CX. Factors influencing CX. Customer journey map. Tracking customer experience along touchpoints. Research techniques and empirical results of customer experience tracking. How to plot CJM?
  • Customer experience management
    Customer experience management (CEM) definition. Basic principles of customer experience management. CEM framework (B.Schmitt). Analysing the experiential world of the customer. Building the experiential platform. Brand experience and its compomemts. Customer interface design. Innovations and constant improvement of CX. CEM best practices. Primary CEM outcomes: customer loyalty, retention and advocacy. An impact of CEM on business performance.
  • Omnichannel customer experience
    Omnichannel marketing definition. Multichannel vs omnichannel marketing. Understanding the omnichannel customer journey. How to design omnichannel CX? Best practices
Assessment Elements

Assessment Elements

  • non-blocking Homework
  • non-blocking Group project
  • blocking Exam
    Final exam will take place offline
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.4 * Exam + 0.5 * Group project + 0.1 * Homework
Bibliography

Bibliography

Recommended Core Bibliography

  • B. Joseph Pine II, & James H. Gilmore. (2019). The Experience Economy, With a New Preface by the Authors : Competing for Customer Time, Attention, and Money. [N.p.]: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2002062
  • Batat, W. (2019). Experiential Marketing : Consumer Behavior, Customer Experience and The 7Es. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1892531
  • Daffy, C. (2019). Creating Customer Loyalty : Build Lasting Loyalty Using Customer Experience Management. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2092091
  • Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing 4.0: Moving From Traditional To Digital. World Scientific Book Chapters, 99. https://doi.org/10.1142/9789813275478_0004
  • Lindberg, D. F., & Vermeer, T. (2019). The never-ending story : Discovering touch points and customer experiences along the customer journey.
  • MCKNIGHT, C. (2017). Customer Journey Maps: A Path to Innovation and Increased Profits. EContent, 40(6), 20.
  • Petra, M. M. G. (2016). Customer journey: a customer experience and decision making tool in the e-commerce context.
  • Schmitt, B. (1999). Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, Relate. New York: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1964322

Recommended Additional Bibliography

  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, 43(3), 85–89. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=6553434
  • Ievgenii Ugolkov, & Oleh Karyy. (2019). Supporting the Customer Journey with Digital Instruments of Marketing Communications. Annales Universitatis Mariae Curie-Skłodowska. Sectio H. Oeconomia, 2, 109. https://doi.org/10.17951/h.2019.53.2.109-119
  • Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116–126. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=23691178
  • Steven Walden. (2017). Customer Experience Management Rebooted. Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.pal.palbok.978.1.349.94905.2
  • Understanding Customer Experience Throughout the Customer Journey. (2016). Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, (1), 31. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jouret.v85y2009i1p31.41