Understanding the Customer Universe
This course is part of the following part-time on campus and/or online program(s):
Understanding the customer universe is a vital goal of Customer Experience Management (CXM) and a core component of business anthropology. Students are introduced to the fundamentals of marketing, including the assessment of an organization's environment and ethical frameworks, to determine market potential. Students learn the key principles of customer segmentation, relevancy and behaviour analysis as they relate to understanding the customer universe. Through a series of real-world, practical learning activities, students learn a variety of methods of commercial ethnography, customer experience journey analysis and market shift assessment.