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

Ders Genel Tanıtım Bilgileri

School/Faculty/Institute

Faculty of Econ., Admin. 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

Expected Prior Knowledge

None

Co-requisites

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 Description in Turkish

Bu dersin amacı, öğrencilerin özellikle uygulama tarafıyla müşteri deneyimi yönetimini öğrenmelerini sağlamaktır. Öğrenciler müşteri deneyimi yönetimi çerçevesini, müşteri araştırma yöntemlerini, müşteri odaklı kültür yaratma aksiyonlarını, müşteri deneyimi ölçümünü ve deneyim tasarımı adımlarını keşfedeceklerdir.

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) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)	Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences	S	Presentation
2)	Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors	S	Presentation
3)	Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects	H	Exam
4)	Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability	S	Presentation
5)	Demonstrates individual and professional ethical behavior and social responsibility	S	Presentation
6)	Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues	S	Presentation
7)	Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions	S	Exam
8)	Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting	H	Exam
9)	Displays computer proficiency to support problem solving and decision-making	S	Presentation
10)	Demonstrates teamwork, leadership, and entrepreneurial skills	H	Presentation
11)	Displays learning skills necessary for further study with a high degree of autonomy	S	Presentation

Prepared by and Date	GOKHAN KARA , May 2023
Course Coordinator	CEYHAN MUTLU
Semester	Fall
Name of Instructor	Öğr. Gör. GOKHAN 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)	MID-TERM EXAM
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

Assignments should be delivered as hard copies until the exact deadline. Late submissions will not be accepted. When preparing the assignments, students are expected to benefit from the web or other sources and avoid of plagiarism. For sure, the class will be much more didactic and productive by students’ participation, so students will be encouraged to contribute with their opinions and related examples during the class.

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