Hours/

Subject Hours/
Subject Sessions Semester Credits Subject Type
Code Week
(14 weeks)*
Lecture 2
Practical
CUSTOMER Major -
Tutorial
MFM1D EXPERIENCE Deepening
MANAGEMENT Studio 28 2
S1 Specialization
and RETAIL Work
OPERATIONS Studio
Practice
Self-Study
*Teaching sessions to be planned for 14 weeks, excluding end term examination week.

SUBJECT AIM

 Acquire knowledge and skills: The students will learn to strengthen the customer
relationship with behavioral and psychological analysis to develop specific customer
experience improvement plans enhancing customer satisfaction and loyalty.

 Provide opportunities: The students analyze the customer journey map across all touch
points and appreciate the strategic directions taken by organizations to maintain store
health and create sustainable competitive advantage through experience management.

 Develop Ability: The students develop the insights to attract and retain customers
through compelling customer experience management strategies across physical and
virtual sales platforms while maintaining profitability.

LEARNING OUTCOMES OF THE SUBJECT

Knowledge
 Understanding of the theories, concepts and models of customer experience
management and operating procedures.
 Understanding of Experiential Marketing Framework for online and off line retailers.

Skill
 Critically analyze customer touch points in Retail (on line and off line)through
experience mapping.

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Synthesis
 Apply the tools and techniques to create holistic customer experience management
program for an organization.
 Designing and development of Retail experience strategies.

CONTENT

Sl.No. Topic Detailing Duration

(Hours)
1&2 Introduction to  Concept 4
Experiential  Growth
Marketing  Future
 Psychology of engagement of Millennials,
Gen Z and beyond
 Models of Experiential Marketing

Pedagogy:
o Classroom Lecture
o Class Discussion
3 Experiential  Need for developing experience on the 2
Economy basis of customer segment
 7Ps as differentiator
 Customer Experience Management at
every touchpoint
 Concept Stores and Future of Retail
 Retail Experience Revolution

Pedagogy:
o Classroom Lecture
o Video Demonstration
4 Unique Experiential Current Trends and Best Practices 2
Marketing Ideas
*Industry Interaction

 Expert Lecture
 Seminar
 Flipped Classroom Method

5&6 Framework for  7 E’ s of Retail 4

experiential  Pine and Glory model
marketing strategy Pedagogy:
o Classroom Lecture
o Case Analysis

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7& 8 Performance and  Benchmarking 4
Measurement  Mechanism for measurement
 Gauging Effectiveness
 Evaluation

Pedagogy:
o Classroom Lecture
o Case Analysis

9 Holistic Experience Cases on: 2

Management in
 SENSE
Action
 FEEL
 THINK
 ACT
RELATE
Pedagogy:
o Classroom Lecture
o Case Analysis
o Experience Sharing

10 Exposure to  CORAL DRAW 2

Experience Design  PHOTOSHOP
Softwares  3DS MAX

Pedagogy:
Workshop
11 Front Operations  Upkeeping Shop Image 2
 Daily Operating Policies& Procedures
 Stock Management

*Industry Interaction
One week front-end onsite exposure
12 Loss Prevention  Policies 2
and Shrinkage  Process
Control  Tools

Pedagogy:
o Classroom Lecture
o Case Analysis
o Video Demonstration

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 *Industry Interaction
Technology Awareness
13 Store Financials  Performance Metrics 2
and Control  Analysis

Pedagogy:
o Classroom Lecture
o Case Analysis
14 Retail Store Audits  Process 2
 Analysis
 Reporting of Findings
Pedagogy:
o Classroom Lecture
o Student Presentation

LEARNING AND TEACHING METHODS

**WORKSHOP on Experience Design Softwares for 2 days (Beyond Class Hours)

 Lectures, Seminars, Workshops and tutorials
 Group discussions, team working
 Self-directed study and work experience or simulations
 Industry interaction and Field visits

NATURE OF ASSIGNMENTS

 Set projects, external or simulated briefs

 Journal and report
 Presentations
 Dissertation
 Self-reflection and projection

 Mid-Term/Mid-Module Assessment
 Assignment Framework
Research on Concept Stores and Future of Retail Experience

 Assignment Type
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 Classroom Presentation

 End-Term/End-Module Assessment
 Assignment Framework
Experiential Design : Developing a customer experience management program

 Assignment Type
Document and Presentation

 End Term Evaluation

Jury: Broad Framework

Standard Operating Procedures for Retail Store: Developing SOPs for a retail store for better
customer service and store health.

EVALUATION CRITERIA

 Demonstration of conceptual clarity

 Ability to apply in multiple real life scenarios
 Clarity of expression
 Innovativeness of the project
 Relevance to the contextual issue

EVALUATION MATRIX

End Term
Mid-Term/ End-Term/
Evaluation Total
Mid-Module Assessment End-Module Assessment
(Exam/Jury)
30 30 40 100

REFERENCE MATERIAL

Baron, S., Conway, T. and Warnaby, G., 2010. Relationship Marketing: A Consumer
Experience Approach. London: SAGE Publications Ltd.

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Lenderman, M., 2006. Experience the Message: How Experiential Marketing is Changing
the Brand World. New York: Carroll & Graf Publishers

Mikunda, C., 2004. Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place
and the Total Marketing Experience. London: Kogan Page Publishers

Pirrie, A. and Mudie, P., 2012. Services Marketing Management.Abingdon: United

Kingdom

Smith, K. and Hanover, D., 2016. Experiential Marketing: Secrets, Strategies, and Success
Stories from the World's Greatest Brands. New Jersey: John Wiley & Sons Inc.
Smith, M., 2011.The New Relationship Marketing: How to Build a Large, Loyal, Profitable
Network Using the Social Web. New Jersey: John Wiley & Sons Inc.

Schmitt, B. H., 2011. Experiential Marketing: How to Get Customers to Sense, Feel, Think,
Act, Relate. New York: The Free Press

Wirtz, J. and Lovelock, C., 2016. Services Marketing: People, Technology, Strategy. 8th
ed. New Jersey: World Scientific Publishing Co. Inc.

INFRASTRUCTURE REQUIREMENT
 Fully equipped classroom
 Computer Lab with Design Software for Workshop

EQUIPMENT/TOOLS/MATERIAL
 Projector
 AV system
 Flipcharts
 Brainstorming Boards

CURRICULUM DEVELOPMENT TEAM

 Dr. SushilRaturi, Associate Professor, NIFT-Mumbai – ANCHOR

 Ms. LipiChoudhury, Assistant Professor, NIFT-Mumbai – CO- ANCHOR
 Dr. Sibichan Mathew, Professor, NIFT – New Delhi – Faculty Team
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 Ms. BhartiMoitra, Associate Professor- NIFT Kolkata – Faculty Team
 Mr. AnnajiSarma, Associate Professor- NIFT Hyderabad – Faculty Team
 Dr. Vikas Kumar, Assistant Professor, NIFT-Patna - Faculty Team

© Year 2018 National Institute of Fashion Technology