Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS1, OS5, OK1, OK12, B7), Assessment 2 (LO2, LO3, OK2, OK5, OK9, OK12, OK13)

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.

OK1: The strategic implications of the disruptive digital environment.

OK2: Natural/organic and paid marketing to increase the visibility and promotion of websites.

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

OK9: The Digital Marketing environment for International marketing and multichannel marketing, for agencies as well as client.

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

OK13: Segmentation, targeting and application of sales funnel, path to purchase, and customer attribution.

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

The success of digital marketing in an organisation in the digital environment depends on effective customer experience. This module will explore a strategic approach to the customer experience with an application to real business case studies. You will gain insight into the global consumer and their expectations of a positive customer experience in a digital environment and apply learning to an operating organisation.

Key topic areas:
• Customer Experience in B2B and B2C markets
• Exploring Customer Experience, Loyalty and Retention
• The Key Pillars & key drivers of Customer Experience
• Customer Journey Mapping
• Strategies to enhance customer experience
• Use metrics to improve future customer experience
• Measuring Performance of Customer Experience Initiatives
• The Challenge of Continuous Improvement in Customer Experience

The success of digital marketing in an organisation in the digital environment depends on effective customer experience. This module will explore a strategic approach to the customer experience with an application to real business case studies. You will gain insight into the global consumer and their expectations of a positive customer experience in a digital environment and apply learning to an operating organisation.

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.

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. & 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

Smilansky, S. (2017), Experiential Marketing: A Practical Guide to Interactive Brand Experiences (2017), Kogan PageISBN: 9780749480967

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
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