PE7052 - The Digital Customer Journey: Data, Profiling and CRM

What will I learn on this module?

This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them. At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers. This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in delivering personalised communications.

Throughout the module you will cover the following themes:

Consumer Decision Making: understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behaviour. This will link closely with multi-channel marketing strategy you will address in MK9700 (which is delivered concurrently).

Journey Mapping: an appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.

Customer Profiling: investigation of a range of criteria that can be used to segment and profile consumers, ranging from demographics to psychographic and geo-demographic data.

Database Marketing: introduction to principles of database marketing, understanding the processes of data acquisition and data cleansing. This will also incorporate an overview of core legislation such as GDPR.

Customer Relationship Marketing: understanding how personal data can be used to forge customer relationships via permission marketing and personalisation.

How will I learn on this module?

You will learn through taught online workshops, tutor guidance and feedback, and independent directed and self-directed learning.

The self-directed learning materials will aim to introduce the core principles of consumer behaviour, profiling and database marketing, aided by the extensive use of case studies and examples to ensure you see how this knowledge can be applied in the digital domain.

The interactive workshop sessions provided online via the module Blackboard portal will provide you opportunities to apply the core principles of journey mapping and database marketing to practical business scenarios.

The module has a supporting reading list which provides you with a range of contemporary academic and non-academic sources on related digital subjects. You are also strongly encouraged to regularly read trade press websites such as The Drum, Campaign and MarketingWeek, where many of the concepts discussed in the module are regularly reported.

The continuous practical nature of the interactive workshops and the online discussion boards means that tutor (formative) feedback will be received continuously via the online discussion board and Blackboard Collaborate. The module assessment consists of several inter-related tasks you can complete as you progress through the module, culminating in a submission of a portfolio. This process will assist in both understanding and applying the core marketing concepts of the module and will offer multiple opportunities for formative feedback.

How will I be supported academically on this module?

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops and help with the completion of the assessment. Within this plan there are also suggested learning activities, which guide you in your independent learning. These activities allow you to reflect and evaluate your knowledge and skills and in this area. Throughout, the emphasis will be on high levels of student participation, both individually and within small groups or teams via the discussion board and Blackboard Collaborate.

Support will be provided to you by a member of academic staff leading the module and providing the interactive workshop input. The module tutor will support the online discussion board and may be contacted individually or by groups of students via the discussion board and Blackboard Collaborate. This support is part of the module’s e-learning portal, which houses workshop materials, case studies and how-to multimedia & text files.

You will also receive with a wide-ranging electronic reading list that comprises of various books, journal articles and practitioner marketing publications / materials that showcase the application of various marketing tools from the module.

The University provides an excellent online library facility which provides you with access to a wide variety of specialist journals and other relevant publications focusing on the themes covered in this module. For those who can visit campus, there are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Gain a critical appreciation of how consumers make decisions in the online digital domain. [MLO1]
• Gain a critical appreciation of and demonstrate critical application of profiling and database marketing techniques. [MLO2]

Intellectual / Professional skills & abilities:
• Develop professional standard marketing materials using appropriate software. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate critical appreciation of how issues surrounding customer privacy and associated legislation impact on the marketing profession. [MLO4]

How will I be assessed?

Formative assessment will be provided in online workshops and discussions, with guidance specific to the assessment.

Summative assessment will be undertaken on an individual basis and will be based on a Digital Consumer Portfolio (100%). You will be required to identify a case study organisation and engage in the development of these materials to aid them in understanding their digital consumers, comprising:

- Consumer Journey Mapping Exercise (MLO1, MLO3);
- Profiling documentation (MLO2, MLO3);
- Database Marketing Strategy Proposal; (MLO3, MLO4);
- Reflective statement of learning (MLO4).

This portfolio will assess MLO1-4 inclusive.





Module abstract

Marketing is not just about securing the sale: it is about managing the overall experience of the customer from first enquiry through to comprehensive after sales care and relationship maintenance. Understanding the customer, their needs and their behaviours is increasingly important in the online domain where in many cases we lack face-to-face contact with our most important asset.

In this module you will develop an appreciation of how customers make buying decisions online and appreciate the journey they embark upon when dealing with companies: every point of contact (be it a website visit, email enquiry, tweet etc.) is a critical customer touchpoint which needs to be managed professionally. Such interactions also provide the perfect opportunity for companies to collect insightful data on their customers to ensure they receive a truly personalised experience.

By completing this module you will develop a comprehensive understanding of customer relationship management and database marketing, two critical activities for any digital marketer. You will also develop a portfolio of materials which demonstrate your ability to understand customer segments, map their journey and manage the company-customer relationship.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years Part Time (Distance Learning)

Location City Campus, Northumbria University

City Newcastle

Start Upcoming Intakes - July 24, October 2024

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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