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Customer Experience Management (CX)

Module name (EN):
Name of module in study programme. It should be precise and clear.
Customer Experience Management (CX)
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Marketing Science, Master, regulation 01.10.2026
Module code: MAMSc-565
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4PA (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
6
Semester: 1, 2, or 3
Mandatory course: no
Language of instruction:
English
Assessment:
Term paper with presentation

[updated 25.08.2026]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

MAMS-565 (P420-0552) Marketing Science, Master, regulation 01.04.2016 , optional course
MAMSc-565 Marketing Science, Master, regulation 01.04.2025 , optional course
MAMSc-565 Marketing Science, Master, regulation 01.10.2026 , optional course
MARPF-565 Accounting and Finance, Master, regulation 01.10.2017 , optional course
MASCM-565 Supply Chain Management, Master, regulation 01.04.2017 , optional course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
MAMSc-130 Customer Relationship Management


[updated 14.04.2026]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer:
Prof. Dr. Tatjana König


[updated 14.04.2026]
Learning outcomes:
Learning outcomes:
After successfully completing this module, students will:
•        be able to analyze the various touchpoints within a customer journey and develop strategies to optimize the customer experience
•        have deepened their expertise in data analysis, particularly CRM analytics, and will be able to identify the requirements for data and data preparation and evaluate them on a case-by-case basis
•        be able to design a tailored CRM strategy for an organization and evaluate existing CRM strategies
•        have analyzed and reflected on the challenges of intercultural project collaboration and expanded their intercultural skills and experiences
•        be able to present a CX concept developed collaboratively as a team to a specialist audience in English


[updated 25.08.2026]
Module content:
•        Experience economy
•        Metrics for customer experience
•        Customer experience and business performance
•        Design and alignment of CX touchpoints and the customer journey
•        Customer database, software and CRM analytics
•        Marketing automation and campagne management
•        Segment-focused CX campaigns
•        Company visits / Case studies / Nonprofit cases

[updated 25.08.2026]
Teaching methods/Media:
Online and in-class lectures, case studies and analyses, cross-country and cross-university group work, guest lectures, and field trips (typically as part of a Blended Intensive Learning Program (BIP))

[updated 25.08.2026]
Recommended or required reading:
•        Ayoub, A. & Balawi, A. (2022): A New Perspective for Marketing: The Impact of Social Media on Customer Experience, in: Journal of intercultural Management, 14 (1), 87-103.
•        Homburg, Ch., Jozic, D., and Kuehnl, C.  (2017): Customer Experience Management: toward implementing an evolving marketing concept, in Journal of the Academy of Marketing Science, 43, 377-401.
•        Peppers, D. & Rogers, M.  (2017), Managing Customer Experience and Relationships: A Strategic Framework, Wiley


[updated 25.08.2026]
 
[Fri Sep 11 05:51:38 CEST 2026, CKEY=mcemx, BKEY=msm4, CID=MAMSc-565, LANGUAGE=en, DATE=11.09.2026]