Customer Experience Management and Value Co-creation


Content, progress and pedagogy of the module

The module is based on an assumption of value creation as a designed process that unfolds between buyers and sellers in the consumer and B2B markets. It provides the student with insights, knowledge and abilities within the design, management and development of customer experiences (customer experience journey management, CXJM) as part of modern sales management.

The module consists of a high degree of interaction between faculty and students, requiring student participation and commitment. Academically, the course requires that the student have basic knowledge of concepts and theories within buying behaviour and knowledge of concepts such as segmentation and positioning from marketing management.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • the elements of CXJM, being able to identify them and differentiate between them.
  • how CXJ is designed, delivered and managed.
  • how CXJM satisfaction is measured.


The objective is that the student after the module possesses the necessary skills in:

  • describing and linking how CXJM relates to marketing and sales management.
  • analysing customer journeys and identify pain points.
  • discussing practical and theoretical aspects of designs by CXJM.


The objective is that the student after the module possesses the necessary competences in:

  • designing a CXMJ based on a business case.
  • designing processes for evaluation and development of CEM.
  • linking CEM with value creation.

Type of instruction

For information see §17.



Name of examCustomer Experience Management and Value Co-creation
Type of exam
Written or oral exam
Individual examination.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleLedelse af kunderejser og værdisamarbejde
Module codeKAMAR202012
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities