1. Demonstrate a comprehensive understanding of the complex and dynamic nature of global consumer and customer behaviour and the impact on customer experience in a digital marketplace.
Knowledge & Understanding
Learning

2. Evaluate the appropriateness of customer experience models and frameworks in shaping future CX strategies to engage and enhance customer experiences.
Analysis
Enquiry

3. Evaluate the key influences on digital customer experience at all stages of the customer journey when formulating CX strategies.
Problem Solving
Analysis

4. Analyse and evaluate a range of analytics business data and reflect on its use for evidence-based decision-making to enhance digital customer experience.
Analysis
Problem Solving
Application
Reflection

Assessment Option 1
Group Poster (500 Words) (30%) (LOs 1 & 2)
Individual Report 2,000 words (70%) (LOs 3 & 4)

OR

Assessment Option 2
Individual Poster (500 words) (30%) (LOs 1 & 2)
Individual Report 2,000 words (70%) (LOs 3 & 4)

Assessments workshops will be set up to support both sets of assessments to support your learning and your development of your assessments. Formative feedback on your individual and group performance will be provided in a variety of ways throughout the module in your individual and group discussions with teaching staff in labs and tutorials sessions. Feedback for the Poster assessment will help you address areas for further development and improvement that will be pertinent for the final individual assessment.

The module will allow you to explore trends and challenges of the dynamic nature of digital customer behaviour and cultural diversity to enable marketers to meet customer expectations within the digital marketing context. You will learn how digital channels can be managed to deliver a valued customer experience. You will learn how to formulate the customer journey map to enable you will develop effective plans to improve the customer experience. You will be encouraged to identify and evaluate key influences on digital customer experience at all stages of their decision-making process to ensure effectiveness of all aspects of digital strategies. The module will also focus on customer psychology in the digital world as we seek to illustrate the relevance of psychological constructs and also undertake research to develop in-depth insights of the digital customer behaviour and the implications these will have on shaping digital marketing strategies to engage and enhance customer experience.

Key indicative topics are as follows:
-Customer and customer experience in the digital marketplace
-Customer behaviour, diversity & customer psychology
-Exploring Customer Experience, Loyalty and Inertia
-Customer experience - dimensions of customer experience
-How to Benchmark Customer Experience
-The Key Pillars & key drivers of Customer Experience
-Customer Journey Mapping - Removing Friction from the Customers Journey in all Consumer sectors.
-Strategies to enhance customer experience - Strategic Social Media and its Importance
-The Impact of AI, Virtual Reality, Machine Learning and Voice on Customer Experience
-Measuring and monitoring customer experience in context
-Use metrics to improve future customer experience
-Measuring Performance of Customer Experience Initiatives; The Challenge of Continuous Improvement in Customer Experience

The module will allow you to explore trends and challenges of the dynamic nature of digital customer behaviour to enable marketers to meet customer expectations within the digital marketing context. You will learn how digital channels can be managed to deliver a valued customer experience.

Tutor led and peer-to-peer learning sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials.

Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of research-based work both individually and as part of a learning group and will receive formative feedback.
Students will be expected to obtain supplementary information from electronic sources as part of their preparation, as recommended by the lecturer. All learning will develop and enhance student’s digital competences.

The module will use a blend of teaching methods to enable different styles of learning to be facilitated. The differing methods will also be a platform for the development of essential skills such as intellectual skills, communication skills and problem solving, analytical and decision-making skills, as well as research, teamwork, presentation, referencing, argument, judgement and appropriate use of digital technology.

Goodman, J.A., Customer Experience 3.0: High Profit Strategy, McGraw Hill, ISBN:9780814433881
Hague, P. & Hague, N. (2018), B2B Customer Experience - A Practical Guide to Delivering Exceptional CX, Kogan Page, ISBN:9780749481858
Newman, M. & McDonald, M. (2018), 100 Practical Ways to Improve Customer Experience, Kogan Page. ISBN: 9780749482671
Venkatesan, R., Farris, P. and Wilcox, R.T. (2014): Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands on Learning, Pearson Education, Inc., ISBN-13: 978-0-13-355252-2
Webb, N.J. (2016), What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, ISBN: 9780814437810

VLE learning support material to be provided for independent /self-directed learning.
Module handbook
Open Textbook Library and Open access http://www.oapen.org/home
Selected contemporary problem practice-based case examples
Academic books and academic Journal articles
LinkedIn Learning

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