Designing a Customer Experience Management Course

Autor/inn/en	Klink, Richard R.; Zhang, Jason Q.; Athaide, Gerard A.
Titel	Designing a Customer Experience Management Course
Quelle	In: Journal of Marketing Education, 42 (2020) 2, S.157-169 (13 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475318818873
Schlagwörter	Curriculum Design; Consumer Education; Business Administration Education; Experiential Learning; Marketing; Undergraduate Study; Field Experience Programs; Course Content; Assignments; Outcomes of Education + Suchen Sie Ihr Suchwort? Lehrplangestaltung; Konsumerziehung; Experiental learning; Erfahrungsorientiertes Lernen; Grundstudium; Praxisnahes Lernen; Kursprogramm; Assignment; Auftrag; Zuweisung; Lernleistung; Schulerfolg
Abstract	Customer experience is the latest battleground for business. Not only is customer experience management (CXM) one of the most promising approaches to marketing, but some observers also contend it is "the" future of marketing. While practitioners have embraced CXM for its considerable promise, marketing academicians have lagged in developing and disseminating CXM knowledge. Indeed, considerable evidence suggests that customer experiences are falling far short of company aspirations and customer expectations. To further CXM understanding, we conducted a three-credit undergraduate marketing course on CXM. Given the inherent experiential nature of CXM, we enhanced student learning by including a field immersion component. Specifically, on-campus class sessions were supplemented with a weeklong field immersion at Walt Disney World Resort. Empirical and qualitative evidence indicates that our approach fosters CXM understanding. We conclude by offering potential adaptations to our approach, including teaching CXM within existing coursework, curtailing the field immersion component, and making modifications for a graduate-level course. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01