2023-2024 / MARK9201-1

Digital Consumer Experience


30h Th

Number of credits

 Master in management (120 ECTS)5 crédits 
 Extra courses intended for exchange students (Erasmus, ...)5 crédits 


Laurence Dessart

Language(s) of instruction

English language

Organisation and examination

Teaching in the first semester, review in January


Schedule online

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, set up a detailed and realistic digital customer experience plan
  • Discuss critically the application of a technologie to customer experience

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)

Blended learning

Additional information:

Face-to-face with some online modules

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. (2022). Digital Marketing: Strategy. Implementation and Practice: Pearson, 8th Edition. CHAPTER 7

Exam(s) in session

Any session

- In-person

written exam ( multiple-choice questionnaire, open-ended questions )

Written work / report

Additional information:

  • 50%: individual exam 
  • 30%: individual academic essay 
  • 20%: group work
In case of an average grade of less than 10 to the first session, a resit work will be requested, which will account for 100% of the grade. 

Work placement(s)

Organisational remarks and main changes to the course

Attendance and active participation in every class required 


Professor: Dr. Laurence Dessart (laurence.dessart@uliege.be) 
Assistant: Omnia Kandil (omnia.kandil@uliege.be)

Association of one or more MOOCs