This course introduces students to the principles of customer experience (CX) design and its strategic role in building enduring customer-brand relationships. It explores how companies create value through holistic, human-centered experiences that extend beyond traditional marketing, customer service, and satisfaction models. Students will examine how emotional, sensory, identity, and socio-political factors shape customer perceptions and interactions across multiple touchpoints. The course emphasizes tools and techniques for designing compelling customer journeys, including personas, empathy maps, and customer journey maps. 

Topical coverage includes: the fundamentals of human-centered design, the experiential dimensions of branding, experience research methods, as well as the analysis and construction of brand experiences that foster deep customer engagement and brand loyalty in competitive and global markets.