21-KW-Z1-E4-B-CE•Jakub Nowak•Academic year 2023/24

Customer Experience

The course familiarizes students with the principles of customer experience (CX) design and with the trends shaping modern, needs- and experience-driven marketing. Participants learn the difference between transactional and relational marketing and the mechanics of designing experiences (CX and EX).

ECTS credits
3.00
Language
Polish
Format
Workshop (18 hours)
Institution
University of Wrocław
Faculty of Letters
Specialization
Programme: Brand Communication
View on USOSweb ↗

Course schedule

01

Course organization

Transactional vs. relational approaches — the differences. A seminar built around a case study.

02

Traditional and relationship marketing

Core concepts of traditional and relationship marketing: the 4P and 4C models. Building a community around a brand.

03

Strategic experience modules

Strategic experience modules. Exercises and a hands-on workshop.

04

Extreme Users

Extreme users — how to study their needs and experiences. Customer experience mapping, touchpoints and pain points.

05

Research projects (1)

Students' research projects — initial presentations of findings and concepts.

06

Research projects (2)

Course wrap-up. Finishing the research-project presentations and evaluation.

Core reading

Learning outcomes

The student has a foundational knowledge of the trends and main directions in experience design (CX and EX) and the modern approach to marketing. They can apply the research procedures and tools covered, analyze problems, and prepare and present the results of their work. They can plan and organize their own work and that of their team.