MK9519 - Customer Experience and Relationship Marketing

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What will I learn on this module?

The overall intention of this module is to encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. With this in mind you will address the following themes:
• Customer Experience (CX): You will be introduced to the concept of CX: (defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle).
• Service Design: Using principles of lean systems, you will appreciate how organisations design systems to add value to the customer experience.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice, and also reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics (satisfaction, retention, and other models such as ‘recency frequency value’).
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Relationship Marketing: Much of the module content stems from the overarching principle of Relationship Marketing, and you will be encouraged to critically explore this area of literature and consider the three core pillars of RM: acquisition, retention and dissolution.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

How will I learn on this module?

The module is delivered through a combination of tutor-directed learning, group learning and independent learning. In the taught sessions, an interactive approach will draw upon the directed learning undertaken and participants’ own experiences. Contact time will be split across formal lecture and seminar contact:

• The lecture contact time will aim to introduce the core principles of CX, satisfaction, loyalty and relationship marketing across both B2B and B2C contexts.
• Seminars will offer students the chance to apply their learning to relevant case studies, learn to reflective critically where appropriate on suitable academic papers and to prepare further for the summative assessment.

Participants can therefore expect a reflective-practitioner approach to learning to be embedded in all sessions through undertaking activities, which facilitate them to apply theory to ‘real-life’ situations, critically analysing and making recommendations for appropriate ways forward for the organisation/individual. The module aims to provide impact to your day-to-day professional role (as the principles of CX are every bit as applicable to digital marketing contexts) and sessions will be structured to ensure that you can take the learning from the module and apply it directly in your workplace.

Independent learning will centre upon the students identifying and pursuing areas of interest in relation to the subject and by providing deeper/broader knowledge and understanding of the subject through a range of learning activities that will include extended reading, reflection, research etc.

Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy along with the explicit development of competence. You are particularly encouraged to bring examples from the workplace into the classroom to share with each other and with the tutors.

How will I be supported academically on this module?

How will I be supported academically on this module? (SRS 0003) Please provide a brief overview of the academic support available to students, in
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).
You will be supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions and provides details of tutor-directed and independent study/learning to support your in-class work.
You will also be supported by a professional development coach who provides your consistent support throughout your Degree Apprenticeship. This coach will support with:
• Helping you to understand the requirements of this module and how it relates to your workplace context.
• Helping you to understand how you can apply and evidence the knowledge, skills and behaviours covered in the module to your own practice in the workplace to develop your professional practice.
• Visiting you at work and engaging with your manager and/or mentor to ensure alignment between your learning and opportunities for applying and demonstrating a positive impact in your work organisation.

The module will also have an e-reading list which directs learners to specific reading for each session.

You will also have opportunities to receive formative feedback from your tutor in response to opinions you express and issues you raise during workshop sessions and face-to-face or online tutorials.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

At the end of this module, you should be able to:

Knowledge & Understanding:
• Demonstrate an understanding of customer experience management. (ML01)
• Apply relationship marketing concepts to a range of marketing contexts. (ML02)

Intellectual / Professional Skills & Abilities:
• Analyse organisational customer relationship management strategies. (ML03)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Recognise issues surrounding customer privacy in the context of CRM and database marketing. (ML04)

How will I be assessed?

Formative assessment will be provided in class (focusing on set tasks and assessment activities).

Summative assessment
The assessment will be broken into two components and be based upon the student’s work organisation:

- Production of a vlog to critically assess the CRM activities of the case organisation (30%, mid-semester)

- A business report which provides recommendations for how the case organisation can enhance their CRM capability and improve the customer experience (2,500 words, 70%, end of semester)

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

So much of marketing is about attracting customers and encouraging them to buy your product or service. This module will address the often overlooked aspect of customer retention: understanding how to keep customers happy and increase the chance of them becoming loyal to your organisation.

This module will address what marketers can do provide a high quality customer experience. On the module you will consider what factors influence customer satisfaction and how it can be measured, the usefulness of loyalty / reward schemes, the importance of customer databases and handling difficult customer interactions. You will also consider how the customer experience differs between traditional face-to-face and emerging digital channels.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020 or September 2021

Fee Information

Module Information

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