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).
Transactional vs. relational approaches — the differences. A seminar built around a case study.
Core concepts of traditional and relationship marketing: the 4P and 4C models. Building a community around a brand.
Strategic experience modules. Exercises and a hands-on workshop.
Extreme users — how to study their needs and experiences. Customer experience mapping, touchpoints and pain points.
Students' research projects — initial presentations of findings and concepts.
Course wrap-up. Finishing the research-project presentations and evaluation.