MKT46000

Consumers today interact with firms using multiple touchpoints across numerous channels, presenting marketers with new opportunities and challenges. When managed aptly, marketers can create positive customer experiences (CX) for consumers, resulting in increased customer engagement and loyalty. However, the increase in consumer touchpoints and channels that a consumer can use to interact with a firm also present new challenges in terms of complexities in customer relationship management. This module will introduce students to the phases that encompass a customer’s journey across their interactions with the firm, enabling future marketers to better map and manage their consumers’ CXs. The course will enrich students with a skillset that will help them plan, track, measure and manage their consumers’ CXs. This module will cover theoretical concepts, as well as real-world case studies in CX management. It will also give the students a glimpse into marketing technologies that are available to manage CX.