Psychology
Bachelor	Length of the Programme: 4	Number of Credits: 240	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF: Level 6

ECTS Course Information Package

School/Faculty/Institute

Faculty of Economics, Administrative and Social Sciences

Course Code

MGMT 342

Course Title in English

Customer Experience Management

Course Title in Turkish

Müşteri Deneyimi Yönetimi

Language of Instruction

Type of Course

Flipped Classroom

Level of Course

Intermediate

Semester

Fall

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

133 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

None

Co-requisites

None

Expected Prior Knowledge

None

Registration Restrictions

Only Undergraduate Students

Overall Educational Objective

To understand the fundamentals of customer experience management, learn how organizations use customer experience as a competitive advantage and gain ability to design an experience with using customer experience methodologies and tools.

Course Description

The goal of the course is to make students learn the customer experience management, especially on the practical side. The students will explore the customer experience management framework, consumer research methods, creating customer centric culture, measurement of customer experience and experience design fundamentals.

Course Learning Outcomes and Competences

Upon successful completion of the course, the learner is expected to be able to:
1) Gain a customer experience mindset
2) Listen to the voice of the customer and create insights based on the listenings
3) Design a customer journey map and map improvement areas
4) Develop customer centric culture projects
5) Lead complaint management process
6) Make data analysis for improving customer experiences
7) Know what is customer touchpoints and how to manage them

Program Learning Outcomes/Course Learning Outcomes	1	2	3	4	5	6	7
1) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology.
2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation.
3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes.
4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts.
5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline.
6) Internalization and dissemination of professional ethical standards.
7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences.
8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level).
9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity.
10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement.
11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses.
12) Ability to acquire knowledge independently, and to plan one’s own learning.
13) Demonstration of advanced competence in the clarity and composition of written work and presentations.

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)	Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology.	N
2)	Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation.	N
3)	Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes.	H	Exam,HW,Participation
4)	Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts.	N
5)	Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline.	N
6)	Internalization and dissemination of professional ethical standards.	N
7)	Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences.	N
8)	Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level).	N
9)	Recognition, understanding, and respect for the complexity of sociocultural and international diversity.	S	Participation
10)	Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement.	S	HW,Participation
11)	Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses.	N
12)	Ability to acquire knowledge independently, and to plan one’s own learning.	S	Exam,HW
13)	Demonstration of advanced competence in the clarity and composition of written work and presentations.	H	Exam,HW

Prepared by and Date	GÖKHAN KARA , May 2023
Course Coordinator	CEYHAN MUTLU
Semester	Fall
Name of Instructor	Öğr. Gör. GÖKHAN KARA

Course Contents

Week	Subject
1)	Introduction to Customer Experience Management
2)	CX Strategy and Program Management
3)	Creating Customer Centric Culture
4)	Understanding Customers and Insights
5)	Channel Management
6)	Customer Centric Design
7)	Emotional Experience
8)	Midterm Project
9)	Complaint Management
10)	Customer Experience Measurement
11)	Customer Journey Map Reports Discussions
12)	Customer Analytics & Data & Digitilization
13)	Future of Customer Experience
14)	Project Presentations
15)	Final Project Period
16)	Final Project Period

Required/Recommended Readings

Recommended: Manning, H. ; Bodine, K. (2012). Outside In: The Power of Putting Customers at the Center of Your Business. New Harvest: Boston Michelli, J. A. (2008). The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of Ritz-Carlton Company. Mc Graw Hill. Hsieh, T. (2010). Delivering Happiness: A Path to Profits, Passion and Purpose. Harper Collins Publishers.

Teaching Methods

Across the class, several methods will be used such as presentations, exercises, videos, use cases, discussions and guest speakers. Also students will attend selected online webinars to see practical challenges and solutions.

Homework and Projects

The students will form groups that consist of 4-5 students. Each group is due to present a customer journey map at the end of the course. Each student will be responsible for three individual assignments.

Laboratory Work

None

Computer Use

Personal laptops

Other Activities

Attending selected webinars

Assessment Methods

Assessment Tools	Count	Weight
Attendance	1	% 20
Homework Assignments	1	% 15
Presentation	1	% 20
Midterm(s)	1	% 25
Paper Submission	1	% 20
TOTAL		% 100

Course Administration

karago@mef.edu.tr

The instructor may act as facilitator for class/group discussions and observe how each student contributes / adds value to the discussed topic. The topic may either cover previous material or assigned new material from videos and book chapters. Homework, if assigned, must be submitted on time and in the requested format. Late submission will not be accepted. This is a flipped course where each student is expected to read assigned material and watch videos in advance, follow class and Blackboard, and actively participate. If you are sick on the day of the exam you need to submit a legitimate doctor’s report explicitly stating that your excuse prevents you from taking the exam in line with university regulations. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation.

ECTS Student Workload Estimation

Activity	No/Weeks	Hours			Calculation
	No/Weeks per Semester	Preparing for the Activity	Spent in the Activity Itself	Completing the Activity Requirements
Course Hours	14	2	3	2	98
Presentations / Seminar	1	10	1		11
Midterm(s)	1	8	2		10
Paper Submission	1	10	4		14
Total Workload					133
Total Workload/25					5.3
ECTS					5