Time: You can start your studies within a week after enrolment. The estimated completion time for this course is two months. Please note! The course opens and you can start your studies 19 January 2026!
Enrollment for the spring courses is open till 14 June 2026, and you can start your studies within a week after enrollment. This course is also available in fall – enrollment opens in June and the first start is in August 2026.
Please note that lecturers will not provide guidance or assess courses between 1 June and 16 August 2026.
Place: Online studies
Scope: 5 ECTS credits
Target group: Anyone interested in the subject
This course is completed independently online on Learn digital learning environment.
Please notice that only students with a Finnish social security number (i.e. a personal identity code) can start their studies on Xamk Pulse’s courses. You can read more here.
Credited in degree at Xamk: All bachelor level degrees
Area of competence mentioned in Curriculum: Optional studies
Enrolment by 13 December 2026, when there are approximately 2 months left to complete the course.
Fee: Free of charge
You can enroll for Open UAS studies for a maximum of 50 credits per semester. Enrolments that exceed 50 credits will be removed in the order of enrolments.
Xamk’s degree students who are present or absent cannot enroll for Xamk Pulse’s courses. Enrolments by Xamk’s degree students will be removed without separate notification.
Learning outcomes:
By the end of this course, students should be able to
- Know and apply the most important tools and techniques used to create compelling customer experiences like Design Thinking Method.
- Know and be able to use in creating customer experiences the latest research on consumer behavior, human decision making.
- Know the difference between B2C and B2B settings and its implication for CEM.
- Know and apply the strategy of CEM in marketing and management in general.
- Know how to analyze and create the customer journey map.
Contents:
Customer experience is an integrated customer assessment of all aspects of its interaction with the company based on his emotional perception and rational analysis. Customer Experience Management (CEM) is becoming an increasingly important factor in a company’s long-term success, having a direct impact on brand perception, customer loyalty, and retaining customers.
Course themes:
- Marketing in the experience economy.
- Customer experience concept.
- Design thinking, customer journey map.
- Engaging customers in co-creation process.
- Building a customer experience culture.
Methods:
This course is carried out in Learn digital environment. It is designed to provide participants with the management and customer service skills required to succeed in a service management career. There are no live lectures or group work in this course.
In each theme, you will find a theory part related to the topic. Themes are clarified and deepened during the topics and independently by familiarising yourself with the study material. Each course topic has a test or quiz. At the end of the course you are supposed to pass the final course test. All tests and quizzes are graded automatically and time limited.
A five-credit course corresponds to approximately 135 hours of student workload. The number of hours is theoretical and varies depending on the student’s effort.
Please notice! This course is identical with the course AV00ER69 Customer experience management (2021/2022)!
Study material:
In Learn digital environment.
Recommended study books:
- Meyer C., André Schwager A., 2021 Understanding Customer Experience.
- Gavrilescu M. et.al, 2020 Customer Experience in eCommerce (eBook).
- Prior, Daniel D.,, 2023 B2B customer engagement strategy : an introduction to managing customer experience.
- Martin, James W., 2021 Operational excellence : breakthrough strategies for improving customer experience and productivity.
Assessment:
Accepted/Failed
We will inform you about the implementation of the course by email. If you do not receive the message, please also check your spam!
Additional information on enrolment
Xamk Pulse, openstudies@xamk.fi.
Cancellation
If you do not start your studies, please inform us so that we can remove you from the course. This way, there will be no record of the course you did not complete. Cancellations should be sent to avoinamk@xamk.fi.
Transcript of records
The teacher has one month to give a grade after the student has completed all learning tasks. We will send you an electronically signed transcript of records within about a week after you have received the grade in the Peppi system. The transcript serves as a document if, for example, you are applying for credit for your studies at another university. Studies can also be credited at Xamk if you come to us as a degree student. See more on our website Information on Open UAS, Xamk Pulse studies.
This course is based on the curricula of Xamk’s degree programmes and the Finnish credits are fully compatible with the ECTS.
Please note that there can be changes in the course details in terms of the timetable and teachers, for example.
South-Eastern Finland University of Applied Sciences is audited by the Finnish Education Evaluation Centre (FINEEC).