1. Demonstrate an understanding of consumer behaviour principles and theories and the impact on the digital customer experience
Learning Outcomes - Knowledge and Understanding, Learning

2. Analyse consumer insights and behaviours for your work-based organisations’ target audience and present appropriate digital marketing decision making in aim to fulfil customer expectations and maximise engagement
Learning Outcomes - Analysis, Problem Solving, Application

3. Create a customer journey map for your work-based organisation with justification, based on research into consumer behaviour
Learning Outcomes - Application

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, OS1), Assessment 2 (LO2, LO3, OS5, OK5, OK12, B7

The brief for these Assessments must cover the following Knowledge, Skills and Behaviours from the Apprenticeship Standard Criteria.

OS1: Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing.

OS5: Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours.

OK5: Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty.

OK12: The user experience, and how to maximise engagement.

B7: Logical thinking and a creative approach to problem solving to systematically analyse and apply structured techniques to complex systems and situations.

Consumer behaviour has dramatically changed with the evolution of the digital environment. This module explores insights into the digital customer, their behaviours and expectations for a positive experience. You will learn how to research the global consumer and how these insights have an impact on the digital marketing decision making.

Key topic areas:
How digital channels can be managed to deliver a valued customer experience
Formulating customer journey map
Key influences on digital customer experience (CX)
Digital decision-making process
Customer psychology
Customer demographics
Consumer behaviour principles and concepts
The user experience (UX)
How to engage and enhance customer experience
Customer touchpoints

Consumer behaviour has dramatically changed with the evolution of the digital environment. This module explores insights into the digital customer, their behaviours and expectations for a positive experience. You will learn how to research the global consumer and how these insights have an impact on the digital marketing decision making.

Scheduled learning and teaching activities.

To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Online live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

These are indicative only. You will be expected to complete independent extended reading.

Babin, B.J. and Harris, E.J. (2016), CB, Cengage Learning

Nicholas, D. and Rowlands, I, (2008), Digital Consumers, Facet Publishing, London.

Watkinson, M., (2013), The Ten Principles Behind Great Customer Experience, FT Publishing International.

Trefler, A. (2014) Build for Change: Revolutionizing Customer Engagement through continuous Digital Innovation, Wiley.

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends