LFU:online

This course takes an in-depth look into the nature, dynamics, and consequences of customer experiences in all stages of the customer journey. Students can analyze, synthesize, and evaluate interdisciplinary knowledge to study experiential offerings. They can apply empirical research methods to inspect customer journeys of product and service brands, enabling them to formulate precise experiential marketing strategies.

The lecture (VU) focuses on the conceptual foundations of Customer Experience (CX):

-) CX Domain: How can we conceptualize CX? What are its essential building blocks (touchpoints, context, qualities)?

-) CX Space: In which way do atmospheric qualities influence CX? How can managers make use of sensory marketing in their CXM strategies? How to create third places?

-) CX Design: How can elements of theatre, drama, and instructional design (Disney’s Imagineering, LEGO Serious Play, Place Setting) be used for creating memorable experiences in the marketplace? 

-) CX Dynamics: What are the defining features of experiences along the customer journey? How can touchpoints and channels be managed across time?

-) CX Measurement & Tech: How can we measure and control experiences? How can managers design experiences in the virtual sphere (apps, IoT, AI)?

In the seminar (SE), students apply this interdisciplinary knowledge as part of a study tour. Over two excursion days, they visit several companies and experience providers in Tyrol (VR/AR Experience Tyrol, Riedel Glass Kufstein) and Salzburg (Stiegl's Brauwelt, Red Bull Hangar 7, Salzburg Airport). The excursion costs (excluding individual travel to and from the destination) amount to approximately EUR 50 per person. Afterwards, the students present their insights and develop strategies to improve and optimize the respective experience offerings as part of an advisory pitch.

CXM’s learning philosophy centers on involved, explorative and project-based learning. Lectures directly flow into reflective and creative activities, and end with a synthesis of the acquired contents and skills. Managers share their practical CX-knowledge with students as part of invited guest talks and knowledge forums. The study tour in the seminar focuses on the concept of problem-based learning, motivating students to seek out deeper understanding of CX-concepts, incorporate different views, make reasoned decisions, and defend them in front of an audience. 

Lecture: Exam (50%), Rocket Pitch (20%)*, Poster Exhibit (20%), Class Participation (10%) / 

Seminar: Advisory Pitch (50%)*, Video Blog (30%), Class Participation (20%)  [*group work]

participation requirements see curricula