Marketing & Customer Experience
Niveau
First study cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• explain the significance of marketing as a customer-oriented mindset.
• describe the fundamental concepts of marketing.
• explain the elements of the marketing mix for products and services and distinguish them from one another.
• analyze the role of social media and integrated marketing in customer experience management.
• explain the importance of customer centricity and apply it, by way of example, to practice-oriented questions.
• develop, plan and present a marketing and CX strategy for a company by applying scientific findings.
• explain the significance of marketing as a customer-oriented mindset.
• describe the fundamental concepts of marketing.
• explain the elements of the marketing mix for products and services and distinguish them from one another.
• analyze the role of social media and integrated marketing in customer experience management.
• explain the importance of customer centricity and apply it, by way of example, to practice-oriented questions.
• develop, plan and present a marketing and CX strategy for a company by applying scientific findings.
Prerequisites for the course
none
Course content
• Definition of the concepts of the marketing mix
• Differences between the B2B and B2C markets
• Market segmentation, positioning, USP
• Customer-centric market research
• Social media management
• Customer experience management
• Integrated marketing
• Customer journey mapping
• Touchpoint management
• Differences between the B2B and B2C markets
• Market segmentation, positioning, USP
• Customer-centric market research
• Social media management
• Customer experience management
• Integrated marketing
• Customer journey mapping
• Touchpoint management
Recommended specialist literature
• Boone, L. E., et al.: Contemporary Marketing, Cengage (latest edition)
• Horster, E.: Customer Experience Management: Wow-Momente in der digitalisierten Welt (latest edition)
• Hyken, S.: The Cult of the Customer. Sound Wisdom (latest edition)
• Horster, E.: Customer Experience Management: Wow-Momente in der digitalisierten Welt (latest edition)
• Hyken, S.: The Cult of the Customer. Sound Wisdom (latest edition)
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
E-learning
Semester/trimester in which the course/module is offered
3