Master in Customer Experience & Innovation
- Young Professional
- Full Time - Spanish
- 60 ECTS
- Oct. 2025 - 10 months
Presentation
This master's degree is taught in SPANISH
According to the latest research into the employment market, nowadays, companies are searching for increasingly creative profiles, with the capacity to resolve problems and think critically. This is primarily due to the fact that these qualities are extremely useful in a context in which new technologies play an ever-more crucial role and organizations are transforming in search of greater insight into their customers’ habits and needs.
The objective of the Master in Customer Experience & Innovation of EAE Business School Madrid is to equip professionals with the sound knowledge required to develop innovation processes successfully.
The Master combines everything that future innovation professionals and specialists in product and service development need to know, always from a highly practical perspective.
At EAE Madrid, we will give you the tools and techniques required so that, on completion of the Master, you will take on a competitive role within the market, embracing customer-centric thinking and overseeing more agile processes within organizations.
MASTER'S DEGREE
On successful completion of your program, you will receive a double qualification: the Master in Customer Experience & Innovation from EAE Business School and the Master in Customer Experience & Innovation by the Universidad Internacional de la Empresa (UNIE).
Enroll now and start enjoying your career boosting plan.*
From the moment of your enrollment we will start working together in the materialization of your professional project through a personalized development plan. Are you going to miss it? Request information and we will explain it to you.
*This service applies only to on-site programs.
Reasons to take this master
- Human – centered Innovation: This program gives training in consumer-centric innovation. The customer experience is a brand’s key differential feature.
- Design thinking: With a practical approach, this program gives you a closer insight into the reality of the business world with the guidance of experts and using real case studies, all in line with a Design Thinking methodology that uses highly creative techniques and methods.
- EAE Entrepreneur: Discover our whole platform of services! We offer training, financing and guidance to identify your competitive advantages and develop your business idea.
- Residential program: At the end of the Master, you will have the option to take part in a week-long residential program at Babson College (Boston, USA), one of the world’s leading educational institutions specializing in the field of entrepreneurship. This residential program is available at an additional cost.
- Advisory board: This consultative body helps us design our programs and develop our educational model, offering excellent training to executives.
- True Potential Experience: Enjoy an experience that combines the Master in Customer Experience & Innovation with a Personalized Professional Development Plan, guided by a True Potential Advisor, who will help you find, focus and develop your true potential.
El Economista Ranking 2021
El Economista Ranking 2022
MERCO TALENTO Ranking 2022
Syllabus
Human-Centred Innovation - 6 ECTS
- Innovation
- Human-centred mindset..
- Human-centred methodologies.
- Digital transformation.
Creativity - 6 ECTS
- How does our brain work?
- Types of thinking.
- Skills linked to creativity: Observation.
- Skills linked to creativity: Memory.
- Connections.
- Associations.
- Limitations.
- Humour.
- Visual thinking.
- Manual thinking.
- Artistic creativity.
- Storytelling
- Definition of the creative profile.
- Creative leadership.
- Creativity and improvisation.
- Combining the creative skills of teams.
Business in Design - 6 ECTS
- Customer vs. User-centric design.
- Business innovation design.
- The holistic business in systems thinking.
- Business challenge and market sizing.
- Value propositioning: value creation vs. value co-creation.
- Creating company vs. customer value.
- Business offering.
- Business modes (B2C, B2B, B2G, B2S).
- The garage experience – value creation applied.
- Revenue models in business design.
- Pricing models in business design.
- Digital solutions and data monetization.
- The garage experience – value capturing applied.
- Types of business model.
- Business model canvas for simple business models.
- Triple model canvas for complex business models.
- Creating a competitive advantage through types of innovation.
- The garage experience – business model innovation applied.
Futures design and sustainability - 6 ECTS
- Introduction: Contemporary macro-context.
- Sustainability I.
- Sustainability II.
- Sustainability III.
- Complexity and change.
- Design as a change culture.
- Understanding emerging developments.
- Extrapolation and foresight techniques.
- Future variability techniques.
- Futures marketing.
- Prototyping futures I. Stories.
- Prototyping futures II. Artifacts and immersive experiences
- Foresight and strategy I: Scenarios for innovation.
- Foresight and strategy II: Backcasting and capacity development.
Service Design Thinking + Innovation Challenge - 6 ECTS
- Concept of Service Design.
- Application scenarios and objectives.
- Rules and strategies of the game.
- Understanding the challenge and research.
- Creativity and ideation.
- Prototyping.
- User testing.
- From the user experience-solution to the business model.
CX tools - 6 ECTS
- Knowing the customer (I).
- Knowing the digital customer (II).
- Knowing the emotional customer (III).
- Measuring the Customer Experience.
- Storytelling.
- Loyalty tools.
- Data-driven approach to the Customer Experience.
- The Service Blueprint as a tool for designing moments.
CX Strategies - 6 ECTS
- Introduction to CX strategy.
- Organizational and market design.
- Principles of strategic design.
- Value proposition and customer relations model.
- Communicating the strategy
- From the strategy to the experience.
- Multichannel strategy.
- Strategic implementation: Analysis of the organizational impact.
- Review of customer strategy.
CX Management - 6 ECTS
- Implementing the Customer Experience – Part I: Making a company customer-centric. Customer experience project management. Continually improving the CX. Keys for successful CX management.
- Implementing the Customer Experience – Part II: The CX team in the company. Internal implementers. Implementing CX through people. Employee Experience
- Technology: CX metrics, customer analytics and KPI program. Customer insights. Digital analytics. Voice of the Customer management (VoC)
- Vision, Design and Innovation: Consumer behaviour and applications to CX- Technological CX solutions. Driving revenue through CX.
- Master's Thesis - 12 ECTS
Minors
Minors are elective courses that enable you to personalize your Master and build a study program tht has the scope for new disciplines aligned with your profesional interest and goals. They act as real communication links that enable you to explore other areas of knowledge and connect them to yours. Minors multiply your opportunities for networking and expand your professional horizons. The range of Minors on offer varies depending on the intake and campus.
Choose between:
- Application of AI in Business
- Stategy and Data Analytics
- Fintech: Technology for Finance
- Marketing automation and marketing intelligence
- Neuromarketing
- Digital Marketing
- Sales management Innovation
- Sustainability: Strategies and Opportunities
- Scalling Up: Strategies for business growth management
- Project management techniques
- Corporate Wellbeing: Leading Wellbeing Strategies
- Business Agility
- Leadership: Team development techniques
Explore new areas of knowledge and boost your employability by acquiring the competencies in the highest demand.
3 Territories to conquer
1. Consumer Experience
Gain the knowledge required to define and manage the Consumer Experience effectively in all areas and at both a product and service level.
2. Continuous improvement
Optimize performance by gaining in-depth insight into measuring tools.
3. Strategy
Learn to design effective strategies and systems for managing comprehensive services for customers in both physical and digital settings.
Faculty
Ramón Ramos
30 years of work experience in multinational companies.
Rafael Zaragoza
Co-founder - Creative Director Thinkers Company. Co-founder of Dothink Lab. Diploma in Industrial Design and Master in Product Design
Bethlem Boronath
Degree and PhD in journalism. Specialized in the design of tailor-made creative work methodologies and training in creativity aimed especially at innovation, communication and marketing sectors
Javier Marquina
Creative Director at Coste Inglés. Graduate in Fine Arts, Master in web and multimedia programming, and Master in creation and production of Motion Graphics, Postgraduate in Technocreativity and Innovation, and Master in Design Thinking and Customer experience.
Henri Mennens
Entrepreneurship Program Lead at EIT Manufacturing, Founder & CEO of Innpulse Consulting, Director of the Business Incubation Program at EAE Business School.
Santiago Tobón
Co Founder of Aloja Experience. Entrepreneurship Advisor at 1493 Abogados.
Javier Lorente
Founder of Edicara Consulting and Technology Advisor for Customer Experience at Takarabune +25 years of experience in technology business and teaching in different institutions Telecommunications Engineer and PhD in Economics.
Javier Barazarte
Founder and CEO of B-Art Talent Management. Lawyer by the University of Santa Maria de Venezuela, MBA, Master in Business Administration with specialization in Marketing by ESERP Business School and UCJC; and Master in Marketing and Commercial Management.
Professional prospects and entry profile
What you study here and now will have an impact on your career tomorrow. Start imagining your future and take a look at some of the professional prospects that await you.
- Digital Project Manager
- Digital Marketing Manager
- Customer Experience Manager
- UX Specialist (User Experience)
- Chief Digital Officer (CDO)
- Company creation and innovation process consultant
To access this Master, students must have a Bachelor Degree qualification or a Diploma in Architecture, Engineering, Technical Engineering or Technical Architecture, or a University Diploma prior to starting the studies.
The Master is primarily designed for graduates with a Bachelor Degree or University Diploma in:
- Economics
- Business Administration and Management
- Marketing
- Advertising, Communication
- Engineering
- Law and Humanities
- Other studies related to the selected program
True Potential Experience
At EAE Business School Madrid, we know that are all born with something that, if you discover and nurture it in time, can make all the difference in your professional career.
With this in mind, EAE Madrid offers you the True Potential Experience: an experience that combines our Master in Customer Experience & Innovation with a Personalized Professional Development Plan.
With True Potential Experience, we want to give you more than just a top-quality education. We want to give you the opportunity to discover your true potential and make it a reality.
Employment report
Our students on EAE’s Master in Customer Experience and Innovation work in leading companies, such as:
Financial Support
At EAE Business School Madrid, we offer financial support to all the candidates on EAE programs.
EAE Business School grants
Achieving excellence in your studies requires a large dose of energy and perseverance. We like to think that we can offer an extra motivation for students who are working at the highest level. The Academic Excellence grant is awarded to candidates who have displayed extraordinary performance and can accredit an average score on their academic record of over 9.5.
We strive to increase the presence of women in executive positions and promote gender equality in the labour market Over 40% of our students are women, many of whom combine their studies with their professional and personal lives. We want to reward their efforts with this grant, which takes their academic report into consideration, but also their executive potential, leadership capacity and professional background.
Launching an entrepreneurial venture is an exciting journey that requires preparation, the capacity for sacrifice and creativity. We aim to foster entrepreneurial spirit and great business ideas with a grant awarded to directors of SMEs, self-employed professionals and people with their own business project. To be eligible to apply for the grant, the Master candidates must have created a company in the same year.
We are certain that, to achieve a fairer, more participative society, we have to run initiatives designed to foster the talent of people with a disability. With this in mind, we have created a grant for the Master in Marketing and Sales Management that is awarded to the candidate with an accredited disability of at least 33% who has the best academic record.
In the global world in which we now live, it is important to discover new cultures that enable us to enhance our competencies. With this in mind, we offer a grant to students whose program includes an international mobility option on its syllabus (programs that offer students an optional residential program abroad). This grant covers the cost of enrolling at the destination university.
Other ways of financing the master
There are other sources of financial support for studying offered by different institutions and organizations, to which you also have access.
The grants offered by the MAEC (Ministry of Foreign Affairs and Cooperation) and the AECID (International Cooperation Agency for Development) offer the opportunity to take this Master to young and foreign university students who choose to round off their studies in a Spanish university or educational institution. The grants are aimed at candidates with university qualification (and final-year students in some cases).
The State Employment Public Service offers financial support, through the Fundación Tripartita, to all people currently actively employed and making Social Security contributions and who have received individual training permission from the company to take this Master. Candidates earn an official qualification or a university’s own institutional qualification. In return, the company receives a Social Security allowance for each employee and benefit from the know-how of better trained professionals.
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