Hero del Máster en Gestión de la Experiencia del Consumidor de OBS Business School

Master in Customer Experience Management

School of Business Administration & Leadership

The Master in Customer Experience Management provides all the necessary knowledge and tools on customer experience management and user experience. Develop and implement strategies linked to the study, knowledge and in-depth understanding of consumer behaviour.

School of Business Administration & Leadership de OBS
Master in Customer Experience Management (Spanish)
  • 12 months
  • 60 ECTS
  • OCTOBER 2024
  • Online
  • 7500 €
Universitat de Barcelona (UB), partner académico de OBS Business School
Universitat de Barcelona

Get a double degree from our academic partner, the reference university in Catalonia and Spain with more than 560 years of history behind it.

OBS ha recibido la máxima distinción de QS Stars en online learning
QS Stars Rating System

We are the first 100% online Business School in the world to receive the QS Stars rating, obtaining the highest distinction, five QS Stars, in the Online Learning category.

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AMBA's BGA Membership

OBS is a member of AMBA's BGA (Business Graduates Association), an institution that recognises the academic quality of high potential Business Schools.



    Analyse consumer behaviour in order to develop and implement different strategies aimed at customer/consumer engagement and retention.


    Know the different tools and techniques that currently exist to optimally manage the consumer experience, adopting those that best suit a given situation.


    Identify the axes that define the brand experience to determine its importance within the strategies aimed at attracting new consumers and retaining them.


    Define and implement different metrics oriented to the evaluation of the consumer experience, using the results obtained for the development and redesign of the adopted strategies.

Conoce al detalle de los principales objetivos del Máster 100% online de OBS Business School

Master's Degree in Customer Experience Management Syllabus

Our programme is structured in 2 blocks and culminates with the Master’s final project. In addition, during the programme there will be three voluntary bootcamps and different additional activities.

Block 1. Introduction to CEM
Block 2. CEM implementation and analysis
Master's Final Project
Bootcamps and Additional Activities

Gustavo Rojas Pavez
Director of the Programme and Head of Future in Multiplica

1. Introduction to CEM

This course aims to introduce the student to CEM. In it, the student will see what business strategy is, what customer experience management is and how both concepts are integrated.

Professor: Luís Vila del Campo, Adjunct Professor, IE Business School.

This subject complements the first course of the programme and provides the student with knowledge on the development of a strategy based on customer experience management. It will cover topics such as qualitative and quantitative research, experience diagnosis, among others.

Professor: Gustavo Rojas Pavez, Head of Future at Multiplica.

This course provides the student with the key knowledge to lead customer management. Aspects such as customer-centric leadership, the customer as a strategic partner, customer loyalty both online and offline, the impact of innovation on customer-centric leadership and the design method for agile CEM leadership, among others, will be covered.

Professor: Erick Jansson, Lecturer Master in User Experience UX/UI at Three Points The School for Digital Business.

2. CEM implementation and analysis

The objective of this course is to show the involvement of the brand in customer experience management. Among the topics that will be covered are the perception of value, user experience and brand audit in CEM, among others.

Professor: Rocio Baamonde Toledano, Digital Manager of Imports and Exports at VARMA.

The aim of this subject is to provide students with the necessary knowledge to lead cultural change within the company and establish a culture focused on customer experience. It will cover aspects such as cultural change, the design of a digital transformation plan and change management, among others.

Professor: Eduardo Rojas Pavez, Natural Resources Director at Deloitte.

The objective of this course is for the student to acquire the basic knowledge of Design Thinking and its applicability in the management of customer experience. To this end, topics such as customer segmentation and experience, Design & Visual Thinking, Journey Mapping and Story Telling will be covered.

Professor: Mario Sorribas Fierro, Head Storyteller at Storytelling & Co.

The objective of this subject is for the student to learn how to lead the management of a project in the context of the consumer/customer experience. This will cover topics such as methodologies in project management, CEM and UX project management, and how to prepare a CEM and UX plan, among others.

Professor: Marc Barà, Founder of ProjectWorkLab.

This course aims to provide students with a series of metrics that will give them a clearer and more general picture of the market. Topics such as Customer Experience Analytics, the design of a dashboard linked to customer experience, and basic concepts of Machine Learning and Big Data, among others, will be covered.

Professor: Richard Johnson Hurtado, Partner & Global Knowledge Leader Intelligence at Multiplica.

The main objective of this subject is that the student learns to apply the basics of consumer psychology and the tools provided by Neuromarketing in the management of the consumer experience. Thus, topics such as fundamental concepts of neuromarketing, behaviours linked to emotions, senses and sensory marketing, among others, will be covered.

Professor: Santiago Restrepo, Research Scientist at Corporación Universitaria Americana.

The objective of this course is to understand the process of digital transformation and its impact on the management of the consumer experience. To this end, topics such as digital transformation, the new digital consumer, CEM design oriented towards omni-channeling and digital experience maps, among others, will be discussed.

Professor: Gustavo Rojas Pavez, Head of Future at Multiplica.

Final Project and Additional Activities

This programme is designed to complement the content of the thematic blocks with the necessary training to achieve their internalisation. The training is conceived from a threefold perspective: technical assistance, personal support and individual and group challenges that are necessary to achieve the objectives set.

Pre-Masters Bootcamps

The student will have the opportunity to take 3 Pre-Master Bootcamps that will be opened progressively and can be taken at any time. Once the course has been completed and passed, a certificate of completion will be awarded.

- Bootcamp 1. Personal Branding
- Bootcamp 2. Data Storytelling
- Bootcamp 3. Creative thinking and innovation

In addition, students will also have the opportunity to take these pre-master courses; however, these are available in English only:
- Building Your Professional Brand for Employability and Career Success
- Finance Fundamentals

Introductory workshop | Campus Training

Before the start of the academic year, students will have the opportunity to attend an introductory workshop on the Campus where they will be provided with the tools and knowledge necessary for the correct use of the platform during the academic year.

Professional Development Programme (PDP)

Two weeks before the start of the academic year, students will be able to participate in a professional development programme where they will work hand in hand with a teacher to develop different skills such as time management, productivity and stress management and emotional intelligence. Upon completion of the workshop, and provided that the relevant activities have been carried out, a certificate of completion can be obtained.

For 6 months, students will participate in the preparation of a project for the development and implementation of a strategy linked to Customer Experience. The work must be presented before an examining board.

Professor: Team of tutors.

The Customer Experience Management Lifelong Learning Master's Degree is complemented by conferences, bootcamps and seminars that are given in each of the blocks. These additional activities are carried out by renowned professionals in business management who, through videoconferences, present their experiences and practical cases.

Bootcamp Coaching applied to CEM: empathy

This bootcamp aims to develop students' empathy in order to be able to apply this learning to the management of the consumer experience.

Professor: Gemma Segura, Trainer and consultant in Coaching and Mindfulness.

Bootcamp User Experience applied

This bootcamp aims for students to learn essential notions of UX to apply them in the design of their projects and final work.

Professor: Ana Isabel Palacios Cardona, Lead designer at Designit North America.

Bootcamp: Statistical analysis applied to CEM

This bootcamp aims to teach students basic notions of descriptive statistics so that they can apply them in the construction of graphs used in the TFM and in the analysis of the CEM.

Professor: René Nanjarí, Commercial Director at DatosClaros - DC New Market Research.

Company visits

During the development of the programme, students will have the opportunity to attend synchronous videoconferences with experts in the area of the programme. They will share their experience and provide best practices in the sector.


Most of the training is done asynchronously, that is, the exchange of knowledge is done through a platform that allows sharing written texts without the need for people to be connected at the same time.

Additionally, in each of the modules, synchronous sessions or 'webinars' are organised, where all participants are connected at the same time through an application, which allows the exchange of knowledge in 'real time'.

Students taking the Master of Lifelong Learning in Customer Experience Management will have the opportunity to prepare for the Scrum Certification (Product Owner & Scrum Master)*.

*The cost of the certification, as well as the preparation course, is not included in the price of the programme.


La metodología Student ON de OBS se centra en el estudiante impulsando su desarrollo profesional en un entorno 100% online

OBS has an online methodology where the student is always at the core. Said methodology is backed by active and internationally renowned professors who share their knowledge to enhance the professional development of students through a flexible, collaborative method with personalized monitoring. The goal is to create a unique educational experience that allows the assimilation of knowledge in a practical way.
Given that the fundamental pillar of the Student ON methodology is the student, each of them has their own Program Manager throughout the course, an academic figure that accompanies the student in a personalized way.


After successfully finishing the Master's degree, and having completed the relevant procedures, you will receive the Master's degree from OBS Business School. In addition, and provided that you meet the established academic and administrative requirements, you will obtain a Lifelong learning Master's degree from the Universitat de Barcelona (UB).

In order to obtain it, you must have a university degree. In the exceptional case of not having this degree and having passed the Master's evaluations, you will obtain a Higher University Diploma from the Universitat de Barcelona (UB).

At OBS Business School we are committed to having our own degree, which allows us to quickly update and adapt the programmes in each edition to be at the forefront of the educational level demanded by companies today. Our programmes are designed for professionals who want to strenghten their management skills and learn through an international experience.


Con los MBAs y Másters online de OBS podrás obtener una doble titulación

Admission Process

The fundamental aim of our admissions process is to ensure the suitability of candidates. All participants should get the most out of this learning experience, through a context in which it is possible to develop long-term relationships with classmates, faculty and alumni.

After completing the application form for one of our programmes, you will receive an e-mail with information about the School and a member of the Admissions Department will contact you to start the admission process. Once you have successfully passed the personal interview, you must submit all the required documentation to continue the admission process and certify that you meet the requirements of the student profile. After the Admissions Committee, if it is positive, you will be able to register and enrol in the programme you have applied for.

Steps of the Admissions Process of OBS Business School in English

Student's Profile

Our students in the Master in Customer Experience Management pursue one common goal: growing as experts in the sector and improving the overall experience of the customers with different brands.

Student Profile for the Master in Consumer Experience Management
"I imagine my future very bright. As soon as I finished, I applied for a new position in the company and I won it."
Adriana Barrientos
Master in Consumer Experience Management