Series: Customer Experience Management

Introduction to Customer Experience Management

This course introduces you to the field of customer experience management.

There is an increase in focus on “customer experience” as a source of competitive advantage. Organizations and customers interact through a wide variety of physical, online, and mobile channels during various stages of the customer journey (before, during, and after purchase). Importantly, all these interactions need to be managed as marketing managers need to develop and sustain consistent brand experiences across these channels. 


  • Introduction to customer experience
  • Touchpoints and Goals
  • Customer Journeys
  • Experiencescapes
  • Designing and innovating experiences


Anders Gustafsson is research professor at the Marketing Department, BI Norwegian Business School. His area of expertise is marketing, retailing, customer experience and customer satisfaction.Anders Gustafsson

Carlos Velasco is an Associate professor at the Marketing department, BI Norwegian Business School where he co-founded the Centre for multisensory marketing. Velasco’s work is at the intersection between psychology, marketing and human-computer interaction.

Carlos Velasco


Price per course is 6450, -. Payment is made upon registration.


  • Start date: January 11th 2022 (Date Insendi opens)
  • Dates online lectures:  
    - 12.01
    - 19.01
    - 26.01
  • Time online lectures: 09.00 – 12.00 (CET)

Register here



The series of Short Learning Modules consists of three separate modules where you can chose one, two or three modules. Each module runs over a period of three weeks with weekly 3 hours online live classes at Zoom and online learning material and activities at the Insendi learning platform.


If you have signed up for all three modules within the same course series, and qualify for exam for this type of course at BI, you may formalize the course series with an exam, counting for 7.5 ECTS.

The admission requirement for a 7,5 ECTS course at bachelor level is passed three years upper secondary education (In Norway this provides general study competence). Alternatively, admission may be based on age and prior learning and work experience. An exam fee will be added. The deadline if you want to apply for the exam is 1 March or 1 October.

Practical information