An individual assessment equivalent to 3000 words weighted at 100% that tests all the Learning Outcomes: comprising a blog of at least 6 posts.

The importance of customer experience in the digital world;
Trends in global consumer behaviour in a digital environment;
Decision Making and Digital Consumer Behaviour; Cultural Influences on Consumer Decision Making; Consumer and Social Well-Being.

The Customer and the Implications for Customer Experience – understanding customer expectations; Customer Experience Framework; Multichannel Access; Designing end-to-end customer experience.

Internal Influences on Consumer Behaviour and Experience - Perception; Learning and Memory; The Self; Attitudes and Digital Persuasion

External Influences on Consumer Behaviour and Experience - Group and Situational Effects on Consumer Behaviour; Consumer Digital Identity; Sex Roles and Subcultures; Social Class and Lifestyles

Networked Consumer Behaviour and Experience: Word-of-Mouth, Social Media and Mobile.

Future global challenges within the digital market sphere.

VLE – Blackboard
Library – online resources
Academic Journals

There will be a mixture of practice and problem based learning activities including lectures, IT lab activities, case studies, videos, in-class debates, presentations and discussions, individual and group problem-solving and self-directed learning and directed reading outside of class.

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.
Webb, N.J (2011), The Digital Innovation Playbook, Wiley.
Goodman, J.A. Customer Experience 3.0: High Profit Strategy,
Watkinson, M., (2013), The Ten Principles Behind Great Customer Experience, FT Publishing International.
More current textbooks will be specified in the module handbook.

1) Demonstrate a comprehensive understanding of the complex and dynamic nature of global consumer behaviour and customer experience in a digital market place.
Knowledge and Understanding

2) Critically evaluate the appropriateness of customer psychological theory and frameworks in shaping future digital marketing strategies to engage and enhance customer experiences
Application
Analysis

3) Critically evaluate the key influences on customer experience at all stages of the decision-making process when formulating digital marketing strategies.
Problem-solving
Analysis
Reflection