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2017/2018  KAN-CSSMO2608U  Managing the Customer Journey in a Marketing Perspective

English Title
Managing the Customer Journey in a Marketing Perspective

Course information

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 in Social Sciences
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Service management
Last updated on 26-06-2017

Relevant links

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
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
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
If a student is ill during the regular oral exam, he/she will be able to re-use the project at the make-up exam. If a student is ill during the writing of the project and did not contribute to the project, the make-up exam can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam, he/she must make a new revised project (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat
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.
Feedback during the teaching period
Feedback is handled by applying the customer journey model to the course itself, seen from a student perspective, as well as a teacher's perspective
Student workload
Course activities (including preparation) 170 hours
Exam (including exam preparation) 36 hours
Last updated on 26-06-2017