Customer Experience Value Creation

Course Code
MKT 650
1.5 hours
  • Winter 20 (A)
  • Winter 21 (A)

Customer Experience Value Creation --- This course focuses on customer experience of connected offerings and interactive value creation. At the turn of the millennium, Ross School Profs. C. K. Prahalad and Venkat Ramaswamy put forth the idea of "co-creating unique value with customers" in their acclaimed book, The Future of Competition (2004). In it they described the next practices of interactive value creation based on individualized experiences in an interconnected world of de-centered and democratized value creation. Fast forward to today and every enterprise must create experience-based value through connected offerings and networked interactions of customers, as well as employees and partners. The goal of this course is to expose you to value creation through customer interactions, connected offerings, the customer journey of engagement, and design thinking of environments of experiences. Propelled by the forces of digitalization, the future of value creation lies in the interactional creation of valuable impacts of experienced outcomes. Numerous case examples will be discussed to advance thinking and practices of customer experience value creation in a digitalized world.

Taught By
Venkatram Ramaswamy
  • Professor of Marketing
Venkat Ramaswamy is Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA. He is a globally recognized...