Marketing & Customer Experience
Niveau
1st study cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• explain the importance 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 between them.
• analyze the role of social media and integrated marketing in customer experience management.
• explain the importance of customer centricity and apply it to practice-oriented questions by way of example.
• develop, plan, and present a marketing and CX strategy for a company by applying academic insights.
• explain the importance 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 between them.
• analyze the role of social media and integrated marketing in customer experience management.
• explain the importance of customer centricity and apply it to practice-oriented questions by way of example.
• develop, plan, and present a marketing and CX strategy for a company by applying academic insights.
Prerequisites for the course
None
Course content
• Definition of the terminology 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
3
Semester hours per week
Planned teaching and learning method
Blended learning
Semester/trimester in which the course/module is offered
2