Cus­tom­er Ex­per­i­ence and Busi­ness Mod­el In­nov­a­tion

Course content

In contemporary markets characterized by saturated competition and increasingly interchangeable product and service offerings, customer experience has become a central source of differentiation and growth. Brands enhance equity and competitive advantage by managing customer experience across the customer journey and by developing business model innovations that reflect evolving customer needs, stakeholder interactions, and organizational capabilities.

This course examines the theoretical foundations and managerial practices of customer experience and business model innovation, and analyzes how these two domains can be effectively aligned. Students will develop an understanding of the components, drivers, and outcomes of customer experience; the role of intangible brand assets such as identity, personality, culture, mission, and vision; the influence of external actors; and the mechanisms through which experience is co-created across touchpoints. Building on these foundations, the course introduces the structure, components, and types of business models, and explores how firms can innovate their business models in ways that incorporate customer experience considerations.

The course combines conceptual knowledge with applied analysis through cases, group work, supervision, and interaction-based teaching. Students are expected to engage actively in discussions and apply theoretical frameworks to real brand contexts. The course prepares students to critically assess the alignment between customer experience and business model innovation and to evaluate its implications for brand equity and competitive advantage.

Key topics include:

• Components, drivers, and consequences of customer experience

• Intangible brand assets and their influence on experience orchestration

• External factors and stakeholder co-creation of customer experience

• Customer journey design and management of brand touchpoints

• Business model components, types, and innovation mechanisms

• Integration of customer experience within business model innovation

• Strategic alignment of experience and business model innovation to enhance brand equity and competitiveness.