Duration
30h Th
Number of credits
| Master in management (120 ECTS) | 5 crédits | |||
| Extra courses intended for exchange students (Erasmus, ...) | 5 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the first semester, review in January
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
Designing compelling and valuable experiences for customers has become a key objective, and challenge, for modern marketers. Companies strive to be relevant to the lives of consumers, and provide them with value at every step of their purchasing journey.
Understanding the experiences of your customers, mapping these experiences to analyse them, and designing meaningful experiences for them are key tasks that all marketers need to understand and be able to apply.
This course provides the foundations to students to understand the role of experiences for consumers and managers, with a specific focus on technology and digital touchpoints. In a world where consumer journeys are more and more omnichannel, the distinction between real life and digital technologies blur. This course takes a comprehensive view to harnessing the power of experiences in a multi-connected context.
Learning outcomes of the learning unit
At the end of this course, students will be able to
- Define the concept of (digital) customer experience and its characteristics
- Understand the role that technology plays in designing experiences
- Map experiences visually using a number of different mapping techniques
- Understand and plan the delivery of compelling digital customer experience
- Understanding and apply basics of user experience design (UX)
- As a team, organise a project and set up a detailed and realistic digital customer experience plan, with clear managerial applications.
Prerequisite knowledge and skills
Students should be well versed with principles of marketing and have followed at least one core course of principles of marketing, and/or strategic marketing in order to follow this course.
Students should be familiar with the concepts of marketing plan, marketing analysis, segmentation targeting and positioning, and marketing mix at the latest.
Planned learning activities and teaching methods
- Lectures
- Home-learning
- Workshops and seminars
- Flipped classrooms
- Presentations
- Digital tools
Mode of delivery (face to face, distance learning, hybrid learning)
Face-to-face
Organisational adjustments related to the current health context
Recommended or required readings
All material and course slides are posted on Lol@.
Core readings:
Kalbach, J. (2016). Mapping experiences: A complete guide to creating value through journeys, blueprints, and diagrams. " O'Reilly Media, Inc.".
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy. Implementation and Practice: Pearson, 7th Edition. CHAPTER 7
Assessment methods and criteria
Below you will find information on the evaluation methods planned for in-person and remote exams as well as those planned for hybrid sessions. Depending on how the health crisis evolves, the chosen method will be communicated to you no later than one month before the start of the exam session.
- 50% individual exam
- 50 groups works, including 40% flipped classroom project and 60% company project
Work placement(s)
Organizational remarks
Attendance and active participation in every class required
Contacts
Professor: Dr. Laurence Dessart (laurence.dessart@uliege.be)
Assistant: Maarten Bosma (m.bosma@uliege.be)