2016/2017
KAN-CSSMO1608U Managing the Customer Journey in a
Marketing Perspective
| English Title |
| Managing the Customer Journey in a
Marketing Perspective |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Start time of the course |
Fourth Quarter, Spring |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for MSc of Social Science
|
| Course
coordinator |
- Mogens Bjerre - Department of Marketing
(Marketing)
|
| Main academic
disciplines |
- Customer behaviour
- Marketing
- Service management
|
|
Last updated on
15-12-2016
|
| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
- Account for and analyse a customer journey
- Identify touchpoint's and their impact on customer
perception(s)
- Account for and apply the concept of emotion print and it’s
linkages to the 7P and the 7 C framework
- Formulate research question related to a customer journey,
touchpoint's and their impact on customer’s perception
balancing against budget considerations
- Select theory & data collection methods to support the
research question
- Critically reflect/discuss on analysis/analytical
observations
|
| Examination |
|
Managing the
Customer Journey in a Marketing Perspective:
|
| Exam
ECTS |
7,5 |
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
| Individual or group exam |
Oral group exam based on written group
product |
| Number of people in the group |
2-5 |
| Size of written product |
Max. 20 pages |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date and
time.
15 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Summer |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
|
Description of the exam
procedure
Duration oral exam:
2 persons group: 30 min
3 persons group: 45 min
4-5 persons group: 60
min
|
|
| Course content and structure |
|
This fourth quarter course (and aims at wrapping all 8
first-year courses into a deeper understanding of SEM) – with a
clear link to the second quarter course on organisation, structure,
and process management – follows the customer’s journey before,
during and after the service delivery – as the organisation can
excel or fail in all stages. Process design is thus a crucial
component to great service – and to consistent service delivery.
Touchpoint types, design and management of them provides a
structured approach to value creation and living the brand. Emotion
design (based on the emotion print of the customer journey) is a
key to understanding how customers react – and what can be done to
accommodate for it. Key objectives are:
-
The customer journey
-
Touchpoint management
-
Emotion print – and trust & control
-
Service recovery as marketing
-
Innovating the service(s)
-
The services marketing plan
-
Living the brand
-
The value of loyal customers - in monetary terms and a ownership
quotient perspective
-
When looking at sharing economy business models, who is then the
customer?
-
The 7 P marketing mix
|
| Teaching methods |
| The course is taught through a combination of
lectures, seminars and case-studies. Thorough preparation and
in-class participation is expected. |
| Student workload |
| Course activities (including preparation) |
170 hours |
| Exam (including exam preparation) |
36 hours |
|
Last updated on
15-12-2016
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