1. demonstrate a competent understanding of cx and ux: research, measuring, journey mapping, and methods.
Knowledge and Understanding
Learning

2. undertake a critical review of customer journey experience and management.
Analysis
Application
Communication
Enquiry
Problem Solving

3. evaluate and analyse customer journey planning and implementation
Knowledge and Understanding
Application
Analysis

Course work 100% 4500 words

An individual research and review of a customer journey experience and management of this experience. 3000 words excluding appendices (Learning Outcomes 1, 2 and 3)

The course is designed for people who plan, implement and test the digital customer experience journey within organisations. This includes: how to use the right research methods and planning help drive customer flow to the sales/objectives, how to get the insights mapping of the customer journey to increase ROI, userability testing, A/B split testing, prototyping initial websites, and demonstrations of UX and CX customer experiences.

Students will develop their understanding through a mixture of methods.
Scheduled Learning and Teaching Activities:
Contact hours:
Full time and part-time (on campus) - 78 hours of scheduled sessions
Guided Independent Study:
Online materials, data sets and useful articles made available through BB including discussion forum
Videos/recorded material will also be made available.
Continuous engagement with weekly tasks and activities (e.g., consolidating video lectures, reading and engaging with resources/links, inquiry-based learning, discussion boards, formative assessments).
Continuous engagement with weekly tasks and activities (e.g., consolidating video lectures, reading and engaging with resources/links, inquiry-based learning, discussion boards, formative assessments).

Pennington, A. 2016, The Customer Experience Book: How to design, measure and improve customer experience in your business
Levy, J. 2015, UX Strategy: How to Devise Innovative Digital Products that People Want.
Evans, D. 2017, Bottlenecks: Aligning UX Design with User Psychology.
Ira Kaufman, I and Horton, C. 2014, Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students.

Libraries for textbooks and journals
Lecture notes and handouts
The Internet