Syllabus

Title
0633 Consumer Touchpoint Management
Instructors
Renato de Sousa Castro Regis, M.Sc.Ph.D.
Contact details
renato.regis@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/23/25 to 09/29/25
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Specialization in Business Administration Course II - Marketing and Consumer Research
Course II - Marketing and Consumer Research
Course II - Marketing and Consumer Research
Dates
Day Date Time Room
Friday 10/24/25 04:00 PM - 07:30 PM TC.2.03
Saturday 10/25/25 10:00 AM - 05:00 PM TC.3.03
Friday 11/07/25 04:00 PM - 07:30 PM TC.2.03
Saturday 11/08/25 10:00 AM - 05:00 PM TC.3.03
Friday 11/21/25 04:00 PM - 06:30 PM TC.3.05

On this page:

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Contents

In this course, students will develop a sound understanding of a company’s or organization’s touchpoints with their (prospective) customers along the entire customer journey. They will learn how these touchpoints collectively shape the customer experience (CX) — from initial awareness and consideration to purchase and post-purchase interactions.

Insights about the most important touchpoints are vital. They enable a company to provide value to its customers, as well as to identify friction points, unmet expectations, and opportunities to enhance satisfaction and loyalty.

Specific topics to be covered within the broad frame of touchpoints with customers will include the customer journey management, the strategic management of brands and marketing communicatio. Students will, for instance, learn about different brand architectures and strategies, how to position brands, how to measure brand equity and how branding decisions affect consumers. Moreover, students will get acquainted with a wide range of tools and methods to coherently communicate a brand’s or company’s message to consumers.

Building on these foundations, students will connect branding strategy with customer experience design — understanding how brand promises are delivered (or broken) across customer journeys.

Given the interactive nature of the course, students will be exposed to many different ideas and be encouraged to engage in discussions during class on topics that don't have a right or wrong answer.

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Learning outcomes

Upon successful completion of this course, students should have an overview of a customer's journey and a company's or organization's touchpoints with customers.

Moreover, students will:

  • work in groups with students from different backgrounds and cultures
  • have an understanding of how to build, strategically develop and sustain strong brands
  • be able to critically evaluate branding strategy and suggest improvements
  • be familiar with a wide range of marketing communication tools and learn to distinguish different types
  • choose marketing instruments that are suitable for specific communication objectives
  • have first ‘hands-on’ experience in assessing a brand's efforts and providing strategic recommendations
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Attendance requirements

Attendance is required according to the usual rules at WU.

The attendance requirement is met if a student is present at least 80% of the time. This requirement is valid for both in-person and online scenarios.

If there is a distance learning period, students are required to be online with their cameras on. An attendance report will be extracted from Microsoft Teams.

Please inform me in advance if you're unable to attend one of the sessions.

 

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Teaching/learning method(s)

The course combines interactive lecture elements with group and individual tasks.

The course stresses a practical ‘hands-on’ approach, therefore apart from discussions of real-life examples and case study analyses, the students will have a chance to work on a practice project as well as get in touch with practitioners.

In class participation is highly encouraged. With a diverse group in our courses, bringing in your own perspective to class will enrich discussions and all group will profit highly from it.

Attendance and participation are compulsory throughout the course. 

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Assessment

Assessment reflects the learning goals of this module.

Overall, students can achieve a maximum of 100 points, divided into individual and group tasks.

  • Individual

    §Quiz: 30 points
    §(Active) Participation: 5 points
    §Research exercise (assessed by peers): 5 points

     

    Group

    §Brand Identity (Pitch): 25 points
    §Customer Journey: 35 points
    §Peer evaluation

Grading scheme:

1 – excellent (sehr gut) = >90 points

2 – good (gut) = >80, <90

3 – satisfactory (befriedigend) = >70, <80

4 – pass (genügend) = >60, <70

5 – fail (nicht genügend) <60

 

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Readings

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

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Availability of lecturer(s)

Via email (renato.regis@wu.ac.at) or upon request.

Last edited: 2025-11-03



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