5026 Consumer Touchpoint Management
Burcak Bas, Ph.D.
Contact details
Weekly hours
Language of instruction
02/17/23 to 02/27/23
Registration via LPIS
Notes to the course
Day Date Time Room
Friday 03/24/23 09:30 AM - 12:00 PM D4.0.022
Friday 03/31/23 09:30 AM - 11:30 AM D4.0.022
Friday 04/14/23 09:30 AM - 11:30 AM D4.0.022
Friday 04/21/23 09:00 AM - 12:00 PM D4.0.022
Friday 04/28/23 09:30 AM - 11:30 AM D4.0.022
Friday 05/05/23 09:00 AM - 12:00 PM D4.0.022
Friday 05/12/23 09:00 AM - 12:00 PM D4.0.022
Friday 06/02/23 09:30 AM - 11:30 AM D4.0.022
Friday 06/16/23 09:00 AM - 12:00 PM D4.0.022

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.

Insights about the most important touchpoints are vital. They enable a company to provide value to its customers. Specific topics to be covered within the broad frame of touchpoints with customers will include the strategic management of brands and marketing communication. 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.

Students will learn how to choose and evaluate communication instruments and contents based on communication objectives and target audience.

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:

  • 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
Attendance requirements

As this is a highly interactive course, regular attendance and in-class participation are expected.

Students are expected to communicate necessary absences such as due to illness in advance.

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 to get in touch with practicioners.


Marks will be awarded for the following components:

Individual assessment:

  • Homework - 25%
  • Quizzes - 35%

Group assessment:

  • Group Project Presentation - 30% 
  • Group Project Report -10%


0 - 59 points: failed (5)

60 - 69 points: sufficient (4)

70 - 79 points: satisfactory (3)

80 - 89 points: good (2)

90 - 100 points: excellent (1)


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Availability of lecturer(s)

Via email ( or upon request.

Last edited: 2022-12-02