customer experience FT
Marketing & Digital Transformation

Master in Customer Experience & Innovation

  • Young Professional
  • Full Time - Spanish
  • 60 ECTS
  • Oct. 2024 - 10 months
Get up to 20% discount Until June 3rd


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.


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).

Partner académico-Unie Universidad

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

in EAE Business School
  1. Human – centered Innovation: This program gives training in consumer-centric innovation. The customer experience is a brand’s key differential feature.
  2. 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.
  3. EAE Entrepreneur: Discover our whole platform of services! We offer training, financing and guidance to identify your competitive advantages and develop your business idea.
  4. 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.
  5. Advisory board:  This consultative body helps us design our programs and develop our educational model, offering excellent training to executives.
  6. 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.
Top 20
One of the most innovative universities in Ibero-America

El Economista Ranking 2021

Top 14
Business schools in the World/Europe

El Economista Ranking 2022

best business school in Spain

MERCO TALENTO Ranking 2022

Student Profile
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International participants
3 years
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Average professional experience
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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.

  • Choose the course that you want to take and which will expand your range of future professional prospects - 6 ECTS

  • Master's Thesis - 12 ECTS


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.


Ramón Ramos

Ramón Ramos

30 years of work experience in multinational companies.

Rafael Zaragoza Álvaro

Rafael Zaragoza

Co-founder - Creative Director Thinkers Company. Co-founder of Dothink Lab. Diploma in Industrial Design and Master in Product Design

Bethlem Boronath

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

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

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

Santiago Tobón

Co Founder of Aloja Experience. Entrepreneurship Advisor at 1493 Abogados.

Javier Lorente

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

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


EAE MADRID CENTRO EDUCACIÓN SUPERIOR, S.L.U., will process your personal information to contact you and to inform you about the program of your choice for the upcoming two terms. Afterwards, your data will be deleted.

You may exercise the rights of access, deletion, rectification, opposition, limitation and portability, by post to EAE MADRID CENTRO EDUCACIÓN SUPERIOR, S.L.U., Post office box 221 of Barcelona, or by email to [email protected]. Likewise, if the interested party considers it appropriate, they can lodge a claim to the Spanish Data Protection Agency.

Moreover, you can contact our Data Protection Manager by email to [email protected], or by post to Grupo Planeta, At.: Data Protection Manager, AVENIDA DIAGONAL, 662-664.