1. Analyse the psychological, cultural, and behavioural factors that influence digital decision-making and the customer experience.

Knowledge and Understanding

2. Apply structured research techniques to generate consumer insights and identify friction points in the customer journey.

Application and Problem Solving

3. Utilise digital tools to create evidence-based personas and customer journey maps that propose inclusive and ethical solutions.

Digital Literacy

4. Communicate in pairs complex consumer insights clearly to professional audiences to inform strategic decisions, supporting recommendations with data-driven justification.

Communication, Critical Reasoning and Collaboration

The assessment strategy is designed to simulate a real-world consultancy project. Students act as Digital Experience Consultants for a specific organisation or sector, which will be defined annually in the Module Handbook (e.g., a Sustainable Fashion brand, an Automotive manufacturer, or a Global Tech retailer).

Assessment 1: Consumer Insight Pitch

Format: 15-Minute pairs (groups of 2) Presentation (Recorded or Live).

The Task: You must deliver a professional "Consultancy Pitch" analysing the target audience for the organisation specified in the current semester's brief.

Requirements:

Psychological Analysis: Apply behavioural theories (Motivation, Perception, Culture) to explain why this consumer engages with the brand.

The "Digital Self": Analyse how this consumer’s behaviour differs in online spaces compared to offline.

Critique: Briefly evaluate the brand's current engagement strategy, specifically critiquing their approach to ethics and sustainability.

Pillars Addressed: Employability (Presentation Skills) and Sustainability (Ethical analysis).

Assessment 2: Digital CX Transformation Report

Format: 3000-Word Strategic Report

The Task: Based on the insights from your pitch, you must propose a "Digital Experience Transformation" for the same organisation. This submission has two specific parts:

Visual Journey Map (Digital Artifact free to use Customer journey mapping tools such as UXPressa): You must use digital tools to create a professional Customer Journey Map. This must visualise the customer's "Pain Points" and "Moments of Truth" across the Awareness, Consideration, and Advocacy stages.

Strategic Report (3000 Words): A written strategy that proposes three data-driven recommendations to improve the customer experience.

One recommendation must focus on UX/Usability (e.g., friction reduction).

One recommendation must focus on Personalisation/AI.

You must justify your choices using digital analytics concepts and a review of the brand's ethical/sustainable footprint.

Pillars Addressed: Digital Literacy (Use of mapping tools), Simulation (Journey Mapping task), and Research Skills.

Consumer Behaviour and Psychology
Motivation, perception, attitudes and decision-making
Digital-era behavioural influences, cultural factors and social context
The role of trust, habit, heuristics and cognitive bias in online choices

Customer Insight and Research
Secondary research techniques for insight generation
Identifying audience needs, expectations and pain points
Turning insight into actionable marketing understanding

Personal Development
Creating evidence-based personas
Linking behavioural insight to persona design
Representing motivations, goals and barriers in persona profiles

Customer Journey Mapping
Mapping multi-channel and digital-first journeys
Analysing touchpoints, barriers and moments of truth
Identifying opportunities for experience improvement

Experience Design and Evaluation
UX principles and experience frameworks
Accessibility, inclusivity and ethical design
Evaluating touchpoints using structured methods (heuristics, accessibility guidelines)

Applied Customer Experience Practice
Synthesising insight into improved journeys
Communicating insight visually and professionally
Using experience tools (e.g. mapping templates, UX evaluation frameworks)

Reflection and Development
Reflecting on analytical approaches
Using feedback to refine consumer-centred thinking
Developing a professional mindset for insight-led digital marketing practice

What really shapes the decisions people make online?

In this module, you’ll explore why consumers behave the way they do and how psychology, culture and motivation influence their digital choices. You’ll learn to create personas, map customer journeys and analyse user experiences using insight and research. By understanding what customers need and why it matters, you’ll build the skills to design better digital experiences and strengthen your strategic thinking for a career in digital marketing.

Interactive Lectures
You will be introduced to key theories in consumer behaviour, psychology and digital experience through short, engaging lecture inputs supported by real-world examples and case studies.

Practical Workshops
Hands-on sessions will help you develop skills in persona creation, journey mapping and UX evaluation. Workshops encourage learning by doing and allow you to apply theory to practical tasks.

Guided Digital Skills Development
You will use accessible digital tools to create personas, map journeys and evaluate user experiences. Step-by-step demonstrations, templates and scaffolded activities support all learners, including those with varying digital confidence.

Collaborative Learning
Group discussions, peer review tasks and small group problem-solving activities will help you explore different perspectives, develop critical awareness of ethical and inclusive experience design, and practise giving and receiving feedback.

Case-Based Learning
You will work with brand and customer experience examples drawn from contemporary digital practice, allowing you to analyse real scenarios and link insight to authentic marketing challenges.

Research-Informed Learning
Guided secondary research tasks, reading activities and evidence-based insight exercises will help you develop analytical skills and understand how consumer evidence supports decision-making.

Formative Feedback Opportunities
You will receive verbal and written feedback through draft discussions, workshop outputs, peer critiques and short practice tasks. This supports your progress towards the final summative assessment.

Reflective Learning
Short reflection prompts will help you identify areas for development, link learning across activities and support your ability to monitor improvement in consumer insight and experience design.

Inclusive Learning Approaches
All teaching materials will be accessible; activities will allow for varied expression (visual, written, verbal); and teaching methods will create a supportive environment for students with diverse needs, learning preferences and backgrounds.

Solomon, M. R. and Russell, C. A. (2023). Consumer Behavior: Buying, Having, and Being (14th ed.). Pearson.

Gbadamosi, A. (2024). Consumer Behaviour and Digital Transformation (1st ed.). Routledge

Lee, N. R., Kotler, P. and Colehour, J. (2023). Social Marketing: Behavior Change for Good (7th ed.). SAGE.

Persona and journey mapping tools (at least one) UXPressa or Adobe templates

Basic UX evaluation tools browser developer tools, built in mobile accessibility settings, and simple UX checklists/templates

Optional survey / insight tools (for secondary insight exploration): Google Trends, AnswerThePublic (free tier), Similarweb (limited), social listening via platform native insights

Standard productivity tools Microsoft 365 (Word, PowerPoint)

Library support session on secondary research and source evaluation

Seminar rooms suitable for group discussion and workshop activity

Screen/projector for live demonstrations of mapping and evaluation

Computer lab access or loan laptops for students who need them