Customer Experience and Value

Since its foundation, marketing has placed the creation of value for the customer at the centre of its process. What does customer value mean? What types of offers can a customer receive? How does sales and retailing affect the value perceived by the customer? And how do neurosciences help us understand the customer? This thematic area aims to answer these central questions, differentiating between product, service, and experience, considering go-to-market strategies, and placing neuromarketing alongside cultural marketing perspectives.

Changes in the study programme may occur.

Other Thematic Areas:

• Visual and Material Culture
• Corporate Social Responsibility and the Common Good
• Crossmedia, Transmedia and Multimodal Communication
• Strategy and Entrepreneurship
• Organisation and Human Resource Management
• Cinema and Audiovisual Futures