Customer centricity & digital experience (5079) |
| Language of instruction : English |
| Credits: 12,0 | | | | | Period: semester 1 (12sp) | | | | | 2nd Chance Exam1: Yes | | | | | Final grade2: Numerical |
| | | Exam contract: not possible |
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Sequentiality
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No sequentiality
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The student understands the meaning and relevance of segmenting, targeting, positioning.
The student understands the meaning and relevance of customer experience.
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This course focuses on the foundations of customer centricity as well as digital technologies supporting it. Students will learn how to build customer-centric organizations, gather customer insights, and leverage digital technologies. Guest lectures, cases and examples are used to illustrate how this ‘works’ in real-life practice.
The course starts from the House of Customer Centricity, a recently developed framework that is based on a combination of academic research and insights from real-world organizations. The framework presents the building blocks of a customer-centric organization. In the course we explain each of these building blocks and clarify what is needed to build a customer-centric organization.
In addition, this course acknowledges that the House of Customer Centricity exists in a digital world. Specifically, we explain how digital technologies can be leveraged to support customer-centricity. We focus on the role of technologies (e.g., Augmented Reality, Virtual Reality, Artificial Intelligence, Internet of Things) in managing and enhancing customer experiences and relationships. In addition, we explain how technologies can be used to gather and manage customer knowledge (e.g., Web analytics, CRM systems). Students have the opportunity to obtain Google certificates in this course.
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Lecture ✔
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Response lecture ✔
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Self-study assignment ✔
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Small group session ✔
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Case study ✔
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Exercises ✔
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Homework ✔
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Presentation ✔
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Period 1 Credits 12,00
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| Evaluation conditions (participation and/or pass) | ✔ |
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| Conditions | The student is required to attend all practice sessions. |
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| Consequences | In case of unauthorized absence from a practice session, the student will receive an N as the final result for the course. N = "not all parts of the evaluation have been completed". |
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Second examination period
| Evaluation second examination opportunity different from first examination opprt | |
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| Compulsory course material |
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Academic papers, white papers, management reports, trend reports, webinars, cases, videos, online learning modules, …
Course material available on Blackboard. |
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Learning outcomes Master of Business Administration
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- EC
| EC 01: The holder of the degree applies acquired knowledge independently. (Self-direction and entrepreneurial spirit) | - EC
| EC 02:The holder of the degree shows initiative and takes responsibility in order to help create value for an organisation. (Self-direction and entrepreneurial spirit) | - EC
| EC 03: The holder of the degree actively monitors developments in business science and business practice. (Self-direction and entrepreneurial spirit) | - EC
| EC 13: The holder of the degree is able to answer complex management questions in a critical and academically grounded way, taking into account different management domains. (Problem-solving capacity) | - EC
| EC 14: The holder of the degree is able to apply in-depth academic insights from organisational and management sciences and relevant supporting and/or related disciplines in the analysis of such concrete questions of business management and formulate recommendations. (Problem-solving capacity) | - EC
| EC 15: The holder of the degree applies a creative mindset to generate opportunities that create value for an organisation, society or the field of organisational and management sciences. |
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Master of Business Economics
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- EC
| EC 01: The holder of the degree applies acquired knowledge independently. (Self-direction and entrepreneurial spirit) | - EC
| EC 02: The holder of the degree shows initiative and takes responsibility in order to help create value for an organisation. (Self-direction and entrepreneurial spirit) | - EC
| EC 03: The holder of the degree actively monitors developments in business science and business practice. (Self-direction and entrepreneurial spirit) | - EC
| EC 13: The holder of the degree is able to engage in conceptual and analytical thinking to solve strategic policy issues, drawing on business conceptual frameworks. (Problem-solving capacity) | - EC
| EC 14: The holder of the degree is able to provide evidential support in formulating and justifying an organisation’s strategic policy choices. (Problem-solving capacity) | - EC
| EC 15: The holder of the degree is able to apply in-depth insights and argumentation methods from business science and relevant supporting and/or related disciplines in solving strategic policy issues. (Problem-solving capacity) | - EC
| EC 16: The holder of the degree is able to develop and adapt an organisation’s strategic policy with a view to creating value for the business and/or society. (Programme-specific competencies) | - EC
| EC 17: The holder of the degree is able to respond to changing environmental factors that have an impact on an organisation and its policy. (Programme-specific competencies) |
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Master of Business and Information Systems Engineering
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- EC
| EC 01: The holder of the degree applies acquired knowledge independently. (Self-direction and entrepreneurial spirit) | - EC
| EC 02: The holder of the degree shows initiative and takes responsibility in order to help create value for an organisation. (Self-direction and entrepreneurial spirit) | - EC
| EC 03: The holder of the degree actively monitors developments in business science and business practice. (Self-direction and entrepreneurial spirit) | - EC
| EC 13: The holder of the degree applies in-depth insights from business science and relevant supporting/related disciplines in the analysis of business and IT problems. (Problem-solving capacity) |
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Master of Business Engineering
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- EC
| EC 01: The holder of the degree applies acquired knowledge independently. (Self-direction and entrepreneurial spirit) | - EC
| EC 02: The holder of the degree shows initiative and takes responsibility in order to help create value for an organisation. (Self-direction and entrepreneurial spirit) | - EC
| EC 03: The holder of the degree actively monitors developments in business science and business practice. (Self-direction and entrepreneurial spirit) | - EC
| EC 13: The holder of the degree applies in-depth insights from business science and relevant supporting/related disciplines in the analysis of financial and technical business problems. (Problem-solving capacity) | - EC
| EC 17: The holder of the degree evaluates technological innovations from a business and social perspective. (Programme-specific competencies) |
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Master of Management
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- EC
| EC 01: The holder of the degree applies acquired knowledge independently. (Self-direction and entrepreneurial spirit) | - EC
| EC 02: The holder of the degree shows initiative and take responsibility in order to help create value for an organisation. (Self-direction and entrepreneurial spirit) | - EC
| EC 03: The holder of the degree actively monitors developments in business administration and business practice. (Self-direction and entrepreneurial spirit) | - EC
| EC 13: The holder of the degree is able to formulate, analyze, and answer complex management issues within a VUCA world from a systems perspective, providing innovative and scientifically grounded recommendations using strategic and conceptual perspectives. | - EC
| EC 14: The holder of the degree is able to substantiate management proposals and organizational strategy in an evidence-based way by applying management theories and models, with specific attention to the fundamentals: managing people, projects, processes, and organizations. (Problem solving abilities) | - EC
| EC 15: The holder of the degree is able to formulate strategic solutions to create organizational value. (Programme specific competences) |
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| | EC = learning outcomes DC = partial outcomes BC = evaluation criteria |
| Offered in | Tolerance3 |
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Exchange Programme Business Economics
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J
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Specialisatie Customer Centricity in a Digital World verplicht
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J
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1 Education, Examination and Legal Position Regulations art.12.2, section 2. |
| 2 Education, Examination and Legal Position Regulations art.15.1, section 3. |
3 Education, Examination and Legal Position Regulations art.16.9, section 2.
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