Nov 04, 2024  
2024-2025 Graduate Catalog 
    
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2024-2025 Graduate Catalog
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BA 6430 - Customer Experience and Engagement

Credits: 4

Explores the concepts of customer engagement (CE) and customer experience (CX) and why they are important through a series of C-level corporate speakers who introduce the latest strategic thinking and best practices from their companies. Based on what students learn week by week, they work in small teams to conduct a hands-on customer engagement/experience (CE+CX) review of one of the team member’s companies. Components of the CE + CX review include customer experience, digital and social marketing, rewards/loyalty programs, metrics/financial analysis, personalization, and listening to customers. The CE + CX review culminates in recommendations for improving how customers engage with the reviewed brand and company and improving customer experiences, creating customer relationships that profitably drive desired customer behavior, and creating powerful and profitable emotional connections. Prerequisite: Enrollment in the Executive MBA Program.


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