Клиентоцентричность и практики управления потребительским опытом

Магистратура 2021/2022

Статус: Курс по выбору (Маркетинг: цифровые технологии и маркетинговые коммуникации)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 2-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Пантелеева Елена Константиновна

Прогр. обучения: Маркетинг: цифровые технологии и маркетинговые коммуникации

Язык: английский

Кредиты: 4

Контактные часы: 32

Full Syllabus

Abstract

The “Customer-centricity and best practices of customer experience management” 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 “HR analytics”. 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, as well as specific issue how to engage customers and other stakeholder groups in a value co-creation process. Particular attention is given to the organization of CEM including financial and human resources. 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.

Learning Objectives

The main goal of this course is to develop a complex representation of basic principles of customer-centricity and customer experience management, and equip students with a ‘tool box’ applicable for effective implementation of CEM programs

Expected Learning Outcomes

Analyses an impact of external factors on customer experience strategy
Analyzes customer journey
Applies competitive, experiential benchmarking
Applies customer experience concept for the analysis of real life customer experience
Applies customer experience management framework
Compares co-creative activities
Defines valued customer (target segments)
Explains the difference between traditional and experiential marketing
Explains the links between CX, customer loyalty and company's bottom line
Knows key definitions (customer-centricity, experience economy, experiential marketing, etc)
Plots CJM using Miro templates
Understands how to engage different stakeholder groups in co-creation process
Understands the difference between CRM and CEM

Course Contents

Introduction: theoretical foundations of customer-centricity and customer experience management
External marketing environment changes and business transformation
Customer experience concept and customer journey map (CJM)
Customer experience management
Engaging customers and other stakeholders in a co-creation process

Assessment Elements

Homework
Group project
The final grade for the project = ((Grade for stage 1 + Grade for stage 2)/2) x IF, where IF is an impact factor measuring personal contribution of each team member, IF may vary from 0 to 1
Exam

Interim Assessment

2021/2022 2nd module
0.5 * Group project + 0.1 * Homework + 0.4 * Exam

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
Don Peppers, Martha Rogers. Managing Customer Experience and Relationships, 3d edition, 2017
Fader, P. (2012). Customer Centricity : Focus on the Right Customers for Strategic Advantage (Vol. 2nd ed). Philadeplphia: Wharton School Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=592677
Hamel, G., & Prahalad, C. K. (1994). Competing for the Future (Vol. [Academic Subscription]). Boston, Mass: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798853
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
Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition : Co-Creating Unique Value With Customers (Vol. [Academic Subscription]). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798366

Recommended Additional Bibliography

Consumer Cocreation in New Product Development. (2010). Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604
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
Hamel, G., & Prahalad, C. K. (1994). Competing for the Future. Harvard Business Review, 72(4), 122. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=9407223223
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Pine, I. B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=780230
Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice In.Value Creation. Journal of Interactive Marketing (John Wiley & Sons), 18(3), 5–14. https://doi.org/10.1002/dir.20015
Ramaswamy, V., & Gouillart, F. (2010). Building the Co-Creative Enterprise. Harvard Business Review, 88(10), 100–109. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=53878110
Ramirez, R. (1999). Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal (John Wiley & Sons, Inc.), 20(1), 49. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=1466627
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
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1490347
Stephen L. Vargo, Robert F. Lusch, Robert H. Smith, Shelby Hunt, Gene Laczniak, Alan Malter, & Fred Morgan. (2004). Evolving to a New Dominant Logic for Marketing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2D39998D
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

Course Syllabus