Customer Experience Value Creation

Course Code
MKT 450
1.5 hours
  • Fall 20 (B)
  • Winter 20 (A)

Customer Experience Value Creation --- This course focuses on experience innovation 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 customer experiences in an interconnected world of de-centered and democratized value creation. Fast forward to today?s digitalized world, and every enterprise must create valuable experiences through connected offerings and networked interactions of customers, as well as employees and partners. The goal of this course is to expose you to a new age of interactive experience value creation, going beyond traditional goods-services and the competence base of enterprises to platform offerings and resourced capabilities. 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...