Managing Customer Experience
Area of Study
Taught In English
Completion of introductory level marketing modules (such as BM4502 Marketing
Principles, or BM4501 Marketing Practices or BM5201 Marketing Management) or
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits4
Recommended U.S. Quarter Units0
Hours & Credits
This module provides an understanding of how any organisation can generate customer
satisfaction, customer loyalty and repeat business (lifetime value) and secure competitive
advantage through the delivery of superior and memorable customer experience.
Topics covered include:
? Customer experience as the new competitive arena.
? The relationships among customer experience, memorability, satisfaction,
? Practical techniques for the critical assessment of servicescape, web sites, service
delivery process blueprinting and the mapping of customer experience in its
? An exploration of the widest range of organisational/customer ?touch points? and
the potential of any and all of these to contribute toward total customer
? An exploration of exemplary customer experience practice as demonstrated in
? The development of a customer experience audit tool.
Teaching: Lectures and practical workshops
STUDY OPTION 1:
? Coursework: Individual portfolio (100%)
STUDY OPTION 2 OR STUDY OPTION 3: Group assignment
Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.