MK9528 - Customer Experience Marketing

You will be supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions, and provides details of independent study/learning to support your in-class work. Contact time will be split across formal lectures, seminars and webinars:

• The lecture contact time will aim to introduce the core principles of CX, satisfaction, loyalty and relationship marketing across both B2B and B2C contexts. We will adopt an interactive approach to debate theories and apply them to practical scenarios;
• Seminars will offer students the chance to apply their learning to relevant case studies and learn to reflective critically where appropriate on academic papers;
• Webinars will provide you with the latest industry developments and help you prepare further for the summative assessment.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises and the use of Blackboard. Independent learning will be based upon your own initiative in further exploring and researching areas of interest – suggestions for this reading will be providing via the digital reading list and will incorporate both academic and industry resources.

You will be supported throughout this module by both a module tutor and the wider teaching team. These staff will be responsible for guiding your engagement and learning on this module. Seminar tutors and lecturers will provide you with academic guidance in class and via email where appropriate. All relevant instructions and notes for lectures and seminars will be accessible to you online and through mobile via the e-Learning Portal (eLP). The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Where possible, the teaching team will aim to invite external guest speakers into the module, which will give you practical insights on how the concepts covered in this module apply to real-life business situations.

Panopto recordings will be made available for each step of the assessment process.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
• Gain an understanding of the management of the customer experience and apply the central concepts of relationship marketing to a range of marketing contexts. [MLO1]

Intellectual / Professional skills & abilities:
• Utilise appropriate technological applications to analyse and present customer relationship management strategies. [MLO2]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop an appreciation of issues surrounding customer privacy in the context of CRM and database marketing. [MLO3]

Formative assessment: will be provided in seminars (focusing on set tasks) and webinars (with specific focus on the assessment activities).

Summative assessment: The assessment will be structured as follows:

- Development of a published vlog to critically assess the CRM activities of a selected case organisation (30%, mid-semester). This will address MLO1 and MLO2.

- A 2,000 word business report which provides recommendations for how the case organisation can enhance their CRM capability and improve the customer experience (70%, end of semester). This will address MLO1, MLO2 and MLO3.

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Whilst many marketers focus their efforts upon acquiring new customers, this module will address a crucial complementary issue: how to
retain and develop customers over time. Once an organisation has a new customer, they have opportunities to deliver a positive customer
experience, increase their knowledge of the customer over time and ultimately build customer loyalty. This requires organisations to consider
appropriate ways of delivering customer satisfaction in a cost-effective manner, building insightful customer databases, rewarding loyal
customers and collating and responding to customer feedback. Should these things be done successfully, organisations can benefit from
satisfied customers who spread positive word of mouth and ignore the approaches of competitors. In this module, you’ll apply the above ideas
to real organisations, developing practical ideas for how companies can deliver a high-quality customer experience across both online and
offline business models.