Управление потребительским опытом в международном бизнесе

Магистратура 2022/2023

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 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.

Learning Objectives

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

Expected Learning Outcomes

Applies competitive, experiential benchmarking
Applies customer experience management framework
Defines valued customer (target segments)
Explains the difference between traditional and experiential marketing
Analyzes omnichannel customer journey and produces customer journey map (using Miro)
Applies relevant methods of customer experience research
Develops customer experience research methodology
Understands the connection between customer experience, customer loyalty and company's bottom line
Explains key concepts of the course (customer centricity, customer experience, experience economy, experiential marketing)
Identifies the elements of customer experience construct
Creates persona profile

Course Contents

Theoretical foundations of customer-centricity and customer experience management
An impact of international business context on customer expectations and experiences
Customer experience concept and customer experience research
CEM in international business context
An impact of CEM on business performance

Assessment Elements

Individual assignment (topic related)
Group project
Final grade for the project = IF x (Gradestage 1 + gradestage 2)/2, Where IF – is an impact factor (personal contribution to the project, 0 to 1)
Exam

Interim Assessment

2022/2023 2nd module
0.3 * Exam + 0.2 * Individual assignment (topic related) + 0.5 * Group project

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
Customer experience management : a revolutionary approach to connecting with your customers, Schmitt, B. H., 2003
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
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
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

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
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
Infiniti Research. (9 C.E., Winter 2019). Why Customer Journey Mapping is Important for Retailers | Read Infiniti Research’s Latest Success Story to Gather Detailed Insights. Business Wire (English).
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
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

Course Syllabus