The American Marketing Association (AMA)—an essential community for marketers that strives to be the most relevant force and voice shaping marketing around the world—will feature an MBA course for the first time in its history. In a ground-breaking partnership, the course offers content created by marketing students at York University’s Schulich School of Business.
Associate Professor of Marketing Markus Giesler leads the one-of-a-kind course and partnership with AMA. Named by both Fortune and Wired as one of the top professors on the rise, he wanted to devise a way to showcase what Schulich students learned in the classroom and felt that the popular and unique “Customer Experience Design” course offered the perfect opportunity. The course was created to teach students how to use data and concepts to design captivating customer experiences. Since its creation, it has become one of the most sought-after electives in the MBA curriculum at Schulich.
Now, the course shares students’ case studies weekly on ama.org—opening up the content to thousands of readers worldwide. Giesler sees the partnership with the AMA as a fantastic opportunity and was delighted to see the first two case studies skyrocket to the top of the charts on the website. “It created considerable interest from companies and other schools,” Giesler said in a news release by Schulich. “’Customer Experience Design’ strikes a chord with marketing professionals because it teaches managers how to move from data to desire and how to design powerful experiences that create value for the firm, for consumers, and for society.”
The international exposure offered by the partnership with AMA is a win-win for both Schulich School and its MBA students. It demonstrates how Schulich MBA students stand out from the crowd and proves that Schulich is a pioneer in customer experience design. The positive feedback continues to stream in. “Every week we hear from a few companies,” Giesler said in the same news release. “Students are the biggest winners. Their ability to develop and communicate actionable insights that inform the profession is evidence of their outstanding quality,” he added.