Visualisation plan de cours 2026 / 2027

EM4W5M06

Service Design & Customer Experience

Programme

PGE PGE5 Marketing, Brand & Customer Experience

Semestre

Coefficient

Volume horaire

Face à face : 25 H

Travail personnel indicatif : 50 H

Discipline

Marketing

Nombre de places

Cours ouvert aux étudiants visitants

Oui

Langue d'enseignement

Anglais

Responsable

Claire
ROEDERER

Liste des intervenants

	Intervenant(s)	Email	Volume horaire
	Claire ROEDERER	claire.roederer@em-strasbourg.eu	25 h CM

Discipline

Marketing

Descriptif

This course explores the principles and practices of designing services that deliver exceptional customer experiences.
Students will learn how to map customer journeys, identify pain points, and co-create innovative service solutions. Through a blend of theory and real-world case studies, the course emphasizes human-centered design, service blueprints, and the role of technology in enhancing customer interactions.
By the end, participants will be equipped to design services that are efficient, engaging, and customer-focused, creating value for both organizations and their clients.

Intelligence artificielle

Ce cours intègre des contenus relatifs à l'intelligence artificielle (concepts, enjeux, applications, méthodes ou impacts de l'IA), au-delà de la simple utilisation d'outils d'IA comme support pédagogique

MAC

Auditer et évaluer des pratiques managériales/Audit and evaluate managerial practices

6 ECTS

Contribution pédagogique du cours au programme

Develop impactful management using the latest knowledge and tools in the fields of management
Determine a strategic and managerial vision in a complex, uncertain and changing environment
Develop advanced managerial skills for responsible leadership
Defend own ideas effectively, both orally and in writing, with a professional attitude

Organisation pédagogique

Face-to-face

- Lectures

In group

- Oral presentations
- Projects

Objectifs pédagogiques - COGNITIVE DOMAIN

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...

evaluate customer journeys to determine critical pain points and opportunities for service improvement.
assess the effectiveness of service design solutions in delivering efficient, engaging, and customer-focused experiences.
justify the selection of human-centered design approaches, service blueprints, and technologies for specific service contexts.
evaluate the importance of ergonomy in designing servicescapes
develop a good understanding of the profound impact of technology on services.

Objectifs pédagogiques — Objectifs de développement durable (ODD)

ODD portés par la politique RSO de l'EM.

Plan / Sommaire

Session 1: Introduction to services & customer experience Do services raise specific marketing issues ? (Sept.17: 9-13h)
Session 2 : Servicescapes, services as processes & visualization tools (Sept.18: 9-13h)
Session 3 : Managing services : expanded marketing mix and the gap model (Sept 24: 9-13h)
session 4 : Service design thinking (Sept 25: 9-13h)
session 5: AI and service design (Oct 8: 9-13h)
session 6 : The Human factor in services marketing (Oct 9: 9- 13h)

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

consumer behavior & marketing basics

Supports pédagogiques

Mandatory tools for the course

- Reference manuals
- Other :

Documents in all formats

- Case studies/texts
- Syllabus
- Other :

Moodle platform

- Upload of class documents

Adossement à la recherche

Ce cours est adossé à la recherche.

Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.

Bibliographie/références académiques

Dawar N and Bendle N (2018) Marketing in the age of Alexa, Harvard Business Review, May June, 80-86. Fliess S and Lexutt E (2019) How to be successful with servitization – Guidelines for research and management, Industrial Marketing Management (in press) Kowalkowski C, Heiko Gebauer H, Kamp B and Parry G (2018) Servitization and deservitization: Overview, concepts, and definitions, Industrial Marketing Management.60, 4–10. McCracken H (2017) The Great AI War, Fastcompany.com, 65-73 Mari M and Poggesi S (2013) Servicescape cues and customer behavior: a systematic literature review and research agenda, The Service Industries Journal, 33(2) 171–199.

Travaux de recherche de l'EM

Filser M and Roederer C (coord) 2023 Experience as an academic object and managerial realities, EMS Cornelles le Royal Roederer, Claire, Tony Valentini, Fatine Bouqlila, Dounia Dahab, and Ilaria Dalla Pozza. 2026. “AI-Driven Phygitalization: Enhancing Customer and Employee Experience for Improved Well-Being in Financial Services.” Journal of Macromarketing, February 12, 02761467251415501. https://doi.org/10.1177/02761467251415501. Valentini, T., & Roederer, C. (2026). Servicescape design. Journal of Services Marketing.volume 40, issue 6, pages 876–898.

Modalités d'évaluation

Liste des modalités d'évaluation

✓ Evaluation finale 1

Semaine d'examens

Ecrite (120 min) / Individuelle / Anglais / Pondération : 60%

Compétence mesurée

ILO1.3-PGE, ILO2.3-PGE

✓ Seconde chance

Semaine d'examens

Ecrite (120 min) / Individuelle / Anglais / Pondération : 60%

Compétence mesurée

ILO1.3-PGE, ILO2.3-PGE

✓ Evaluation finale 2

one article per session

Ecrite et orale (15 min) / En groupe / Anglais / Pondération : 40%

Compétence mesurée

ILO2.3-PGE

✓ Seconde chance

one article per session

Ecrite et orale (15 min) / En groupe / Anglais / Pondération : 40%

Compétence mesurée

ILO2.3-PGE