Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs. It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer experience, by understanding the customer’s journey while complying with relevant legislation and regulation.¿

This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience.¿

In order to achieve the CIM Diploma in Professional Digital Marketing, students are required to complete this elective module. Assessment requirements, brief and pass rate are all set by CIM through the accreditation.

LO1: Assess the strategic options for channel selection¿

University Learning Outcome:

Problem Solving, Analysis

LO2: Understand relevant insights into digital customers¿

University Learning Outcome:

Knowledge and Understanding

LO3: Understand how digital channels are managed effectively in practice¿

University Learning Outcome:

Knowledge and Understanding,

LO4: Define requirements for legal compliance in digital campaigns¿

University Learning Outcome:

Enquiry, Communication

LO5: Understand the customer journey¿

University Learning Outcome:

Knowledge and Understanding

LO6: Develop plans to improve the user experience¿

University Learning Outcome:

Application, Reflection

This module develops the skills and knowledge required to enable strategic decision-making for the management of digital channels, and the knowledge to understand the customer journey and the desired customer experience. The module covers three units: the first unit develops skills to assess digital customer insights and strategic options for channel selection: the second unit develops knowledge about the effective management and legalities of digital channels and campaigns; and the third unit covers the techniques to understand the customer journey and develop planning skills to improve user digital experience.

The University Library and Learning Resources - books and academic journals

The module VLE

MyCIM Resources

Electronic data bases

Learning support materials

Online Tools, Internet

https://www.hubspot.com/

https://www.semrush.com

https://ahrefs.com/

https://www.google.co.uk/

https://neilpatel.com/training/youtube-unlocked/case-studies/

Chaffey, D. and Ellis-Chadwick, F. (2022) Digital marketing: strategy, implementation

and practice. 8th edition. Harlow, Pearson.

Chaffey, D. and Smith, P.R. (2023) Digital marketing excellence: planning, optimizing and integrating online marketing. 6th edition. Abingdon, Routledge.

Heinze, A. et al (2020) Digital and social media marketing: A results-driven approach. 2nd edition. Abingdon, Routledge.

Evans, N.D. (2017) Mastering digital business: how powerful combinations of disruptive technologies are enabling the next wave of digital transformation. Swindon, BCS.

Hanlon, A. (2022) Digital marketing: strategic planning and integration. 2nd edition. London, Sage.

Longbottom, D. (ed) and Lawson, A. (ed) (2016) Alternative market research methods: market sensing. Abingdon, Routledge.

Petersen, L.B. et al (2014) Connect: how to use data and experience marketing to create lifetime customers. Hoboken, John Wiley & Sons.

Phillips, J. (2016) Ecommerce analytics: analyse and improve the impact of your digital strategy. New Jersey, Pearson.

Wright, T. and Snook, C.J. (2017) Digital sense: the common sense approach to effectively blending social business strategy, marketing technology, and customer experience. New Hoboken, John Wiley & Sons.

We are required to submit all student assessments to CIM for moderation and external examination in order to comply with the accreditation. The marking period and award boards do not sit within the same timescale as the University.

Final grades from CIM will be released 10 weeks post assessment submission.

Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs. It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer experience, by understanding the customer’s journey while complying with relevant legislation and regulation.