shopify analytics ecommerce

Welcome, Class of 2017!


Teaching Customer Experience Design in the Schulich courtyard.



According to Salesforce's 2017 "State of Marketing" Report, the customer experience is not just a focus of marketers but has become their central emphasis. Enrol in this MBA course, the first of its kind in the world, to excel in this new paradigm. Learn the key elements of effective customer experience design and delivery and how to create a captivating customer experience that is truly greater than the sum of its parts.


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Latest Student Insight

Fixing Chipotle's Quick-Service
Food Experience

What Students Say

This course has completely transformed my approach to marketing.
— Jacqueline Tsekouras (CED 2015), Snap Inc.

Very relevant to my current situation, and challenges ahead!
— Anonymous Student Comment, May 2016

About the Course

Customer Experience Design is the world's first MBA course on the subject, designed by Markus Giesler. It is constantly updated in close dialogue with Big Design Lab member executives who also hire from the course. Since 2015, the American Marketing Association has been featuring the course in a weekly MBA student insight column that has reached tens of thousands of executives and researchers globally. The course has also been featured by Poets & Quants, Marketing Mag, Huffington Post, FT, Financial Post and many other media outlets.


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CED @ Marketing News

Public Transit as a CX Design Opportunity


Proprietary Case Studies

Dating Julia (Part 1, 2, and 3), Nespresso's Experiential Ecosystem, James Bond and Heineken, Uber’s Platform Experience, Amazon Hybrid Retail, Botox Cosmetic, Elon Musk’s Tesla, Etsy’s Experience Economy, Bosch Babies, Nordstrom Goes to Canada, Sizing Brandy Melville, Expanding Yorkdale Mall, Williams-Sonoma's Family Table, Nest Thermostat Partnerships, The Kempinski Obersalzberg



This course has greatly benefited from the generous support and feedback of Marketing Magazine’s current and former Editors-in-Chief Shane Schick and David Thomas, the American Marketing Association (AMA) CEO Russ Klein and the Academic Council, AMA's Matt Weingarden and Chris Bartone, Jag Sheth and the Sheth Foundation, Joe Pine, John Deighton, and all Big Design Lab Members.



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