Study Guide

Learning outcomes

Students will learn more about the Brand Management and User Experience management from lectures, books, seminars and group/individual assignments.

Implementation and methods of teaching

The course has lectures, case work in groups, individual studying by reading a book, writing reflection essay,s and learning dialogues based on essays.

Timing and attendance

At the beginning of the course, students are divided into case workgroups. Groups can choose their case company themselves.

Casework consists of two parts: customer experience and brands. For each part there is both lectures for the theory to be used and working period.

After groupwork work is continued individually: everyone chooses a book, reads it and then writes an essay about it reflecting also what could the case company learn and benefit from that book.

At the end there are dialogues sharing learnings from the books.

It is compulsory to participate to dialogues. Lectures also highly recommended.

Learning material and recommended literature

Material given by teacher on the lectures and in the moodle.
Online material related to casework found by students.
Book related to managing customer experiences / brands chosen by student from eg. school library.

Learning environment

Systems to be used are moodle and zoom.

Student time use and work load

Course is worth 6cr = 162 hours of work.

Lectures = 18 hours
Case work part 1 = 32 hours (incl. reflection of learned, information search, communication, report etc)
Case work part 2 = 32 hours (incl. reflection of learned, information search, communication, report etc)
Peer-reviews = 10 hours
Choosing & reading a book = 50 hours
Writing an essay = 16 hours
Dialogue = 4 hours (inc. preparation)

Contents

- Elements of customer experience
- Expectation management
- Customer data collection and measurements
- Customer journey
- Customer feedback
- Managing Customer Relationships
- Intangible value creation
- Brand core
- Brand value
- Brand management
- Brand hierarchy

Additional information for students: previous knowledge etc.

Pre-requirements:
- Principles of marketing (customer value, segmentation, marketing mix) / Customer Relations and Marketing
- Consumer Buying Behavior

Assessment criteria

Case work in groups: part 1: 20%, part 2: 20%
Individual reflection essay 60%
Dialogue pass/fail

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

Student knows basic concepts of managing customer experiences and brands.

Assessment criteria: level 3 (assessment scale 1–5)

Student can apply basic concepts and tools for managing customer experience and brands in own writing.

Assessment criteria: level 5 (assessment scale 1–5)

Student can analyze managing customer experience and brands and give their own suggestions for improvements.