Master of Management programme

Managing Customer Experience

This course aims to show a comprehensive framework for managing both digital and physical customer experience and various components of this.


Customer experience management has been on the agenda for most organizations lately but what is it and how can it be used to improve perceptions of brands, customer satisfaction, and/or profitability?

Customers will always have an experience with an offering – it is impossible not to have one! The goal of this course is to present this area and provide the participants with some of the tools that is useful to capture and understand customer experiences. 

Almost all business exchange is performed during service encounters using various touchpoints (e.g., physical, digital, voice) with a firm. When combined, these encounters turn into customer journeys or the process a customer goes through to do business with a firm.

The core of these encounters is interactions with employees, technology, and other customers. What customers experiences when doing business with a firm needs to be properly managed – hence managing the customer experience. Customer experiences, in turn, is a multi-dimensional phenomenon that is said to include cognition, emotions, behavior, sensory, and social dimensions.


This course is relevant for marketers, customer managers, communications people, business developers, salespeople, analysts, consultants, designers, strategists.


  • Foundations of customer experience management
  • Measuring customer experiences
  • The digital customer experience
  • Applying the knowledge


Anders Gustafsson
Anders Gustafsson

Anders Gustafsson

Anders Gustafsson is a research professor in the Department of Marketing. His Area of Expertise is customer experience, customer satisfaction, marketing, retailing.

Carlos Velasco
Carlos Velasco

Carlos Velasco

Carlos Velasco is an associate professor at the Marketing Department, where he co-founded the Centre for Multisensory Marketing.

Practical information


Oslo: Autumn 2022
Module 1: 31.08 Digital
Module 2:
14.09 - 15.09
Module 3:
28.09 Digital
Module 4:
12.10 Digital
Module 5:
26.10 - 27.10 
Module 6:
 09.11 Digital

We reserve the right to make changes to the schedule.