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MKT46280

Academic Year 2024/2025

Customer Experience Management (MKT46280)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
7.5
Module Coordinator:
Dr Anshu Suri
Trimester:
Summer
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

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.

About this Module

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 Hours:
Student Effort Type Hours
Lectures

24
Autonomous Student Learning

144
Total

168

Approaches to Teaching and Learning:
Interactive lectures, case studies, and a simulation.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Group Work Assignment: Final case studies Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 Graded No
50
 No
Individual Project: Individual Final Project - CXM audit & recommendations Week 15 Graded No
30
 No
Participation in Learning Activities: Class participation Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 Graded No
20
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Summer Lecture Offering 51 Week(s) - 42, 43 Mon 14:00 - 16:50
Summer Lecture Offering 51 Week(s) - 40, 41, 42 Thurs 10:00 - 12:50
Summer Lecture Offering 51 Week(s) - 40, 41 Wed 10:00 - 12:50
Summer Lecture Offering 51 Week(s) - 43 Wed 14:00 - 16:50
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