The Managing Customer Experiences seminar will give students the opportunity to learn how companies in a variety of industries create compelling experiences for customers. Students will analyze experiences created by an Internet company, a media company, an ad agency, and a hotel chain.
Major themes for site visits, speakers, discussion, and final papers will focus on current practices of experience management and its future:
Robert D. Calkins Professor of International Business
Professor Schmitt researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience management. Schmitt's books include (among others) Happy Customers Everywhere, Big Think Strategy, Customer Experience Management, Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in...