Digital Customer Experience and Applications

Code

BUSI4649

School

Business

Level

4

Credits

20

Semesters

Spring UK

Summary

The module will develop knowledge and skills required to understand digital customer journey and provide a data-enriched customer experience (CX). It covers the principles and components of digital experience and the techniques to prepare and manage customer data for optimising customer journey and meeting strategic aims.

Target Students

Available to MSc Digital Marketing students AND MSc Exchange students.

Classes

• Four 2-hour workshops each week for 3 weeks
• Four 1-hour lectures each week for 3 weeks

This module is taught through a combination of lectures and workshops.

Assessment

• 30% Group Presentation: 15 minutes. Reassessment: 3,000 word individual report.
• 70% Coursework: 3,000 words. Reassessment: 3,000 word individual report.

Assessed by end of spring semester

Educational Aims

Learning Outcomes

Knowledge and understanding:

• Markets - the development and operation of markets for resources, goods and services.
• Customers and stakeholders - customer expectations, service and orientation.
• Tools and techniques for transforming (big) data into useful information for business analysis and decision support.
• Communications - the comprehension and use of relevant communications for application in business and management, including the use of digital tools. 
• Digital business - the development of strategic priorities to deliver business at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management.
• Strategic management - the development and implementation of appropriate strategies within a changing environment. 

Intellectual skills:

• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions. 
• Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills.

Professional practical skills:

• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting.
• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of quantitative data, synthesis, and reporting.

Transferable (key) skills:

• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.
• High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.

Conveners

• Dr Amir Homayounfard