MKT46000 Customer Experience Management

Academic Year 2023/2024

Consumers today interact with firms using multiple touchpoints across numerous channels, presenting marketers with new opportunities and challenges. When managed aptly, marketers can create positive customer experiences (CX) for consumers, resulting in increased customer engagement and loyalty. However, the increase in consumer touchpoints and channels that a consumer can use to interact with a firm also present new challenges in terms of complexities in customer relationship management. This module will introduce students to the phases that encompass a customer’s journey across their interactions with the firm, enabling future marketers to better map and manage their consumers’ CXs. The course will enrich students with a skillset that will help them plan, track, measure and manage their consumers’ CXs. This module will cover theoretical concepts, as well as real-world case studies in CX management. It will also give the students a glimpse into marketing technologies that are available to manage CX.

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Curricular information is subject to change

Learning Outcomes:

• Understand what CX comprises of, and why it is relevant in today’s world.
• Comprehend the concepts and theories that define and constitute CX.
• Understand the different phases that customer journeys entail and learn how to map customer journeys to create a positive CX.
• Learn how to quantify and measure CX.
• Learn how to identify and manage negative CXs.
• Become acquainted with some of the tools and frameworks that can be used to map, measure and manage CX.
• Become acquainted with current and future trends in CX management.

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Audit a brand’s CX management strategy and suggest recommendations Unspecified n/a Graded No


Continuous Assessment: In-class participation Unspecified n/a Graded No


Continuous Assessment: Group case presentation Unspecified n/a Graded No


Continuous Assessment: Individual short case reports (1 page each) Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.

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