| Module Title |
Marketing & Customer Experience Management |
| Module Code |
MNA1089 (ITS: MG5009) |
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Faculty |
DCU Business School |
School |
DCU Business School |
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NFQ level |
9 |
Credit Rating |
5 |
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Description
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Learning Outcomes
1. LO1 Differentiate between the five main business orientations and appreciate the evolution of modern marketing practices
2. LO2 Identify and assess the environmental forces and trends within theses forces that affect the firm's ability to serve its customers
3. LO3 Explain how consumer decision making varies with types of buying decision
4. LO4 Assess the benefits of market segmentation and sub-segmentation and possess the ability to position an offer for maximum competitive advantage
5. LO5 Evaluate the components and processes involved in framing the marketing mix for product and service offers.
6. LO6 Explain the steps in, and undertake, an investigation of brand contacts and consumer experience, and measure if customer brand experiences match their expectations
7. LO7 Appreciate the importance of customer profitability measurement and analysis in managing customer portfolios
8. LO8 Appreciate the significance of social responsibility and ethical marketing behaviour
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| Workload | Full time hours per semester | | Type | Hours | Description |
|---|
| Lecture | 22 | Attend lectures | | Online activity | 30 | Study recommneded academic artlcles available online via DCU Library Database via Moodle | | Group work | 24 | Prepare and deliver presentation on allocated topic | | Directed learning | 24 | Study allocated chapters from essential text | | Independent Study | 25 | Study current academic articles and media coverage of marketing related issues |
| Total Workload: 125 |
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| Section Breakdown | | CRN | 11083 | Part of Term | Semester 1 | | Coursework | 100% | Examination Weight | 0% | | Grade Scale | 40PASS | Pass Both Elements | N | | Resit Category | RC1 | Best Mark | N | | Module Co-ordinator | Naoimh O'Reilly | Module Teacher | |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Group presentation | Each group will design and present a 'learning experience' for the class based on an assigned topic. These topics are based on the readings in Pepper’s and Rogers (2017) “Managing Customer Experience and Relationships” or Baines, Fill, Rosengren and Antonetti’s (2019) “Marketing “ text. Everybody will have read the relevant material from the text so you are asked to find two further marketing or management (or other) journal articles (from ABS or ISI ranked journals*) to use to also inform your presentation. Articles should be recent – no older than 2010. Presentation should conclude with three discussion questions for the class. Presentations should last for a maximum of 45 mins. | 30% | n/a | | Written Exam | Each candidate will act as a marketing consultant employed by Fictional Named Company (operating n a real world sector) and tasked with producing a report of maximum 3,000 words (+/- 10%) reporting the findings of a marketing analysis you have undertaken on behalf of the firm and identifying marketing implications of the analysis for the company’s marketing strategy | 70% | n/a |
| Reassessment Requirement Type |
Resit arrangements are explained by the following categories;
RC1: A resit is available for both* components of the module.
RC2: No resit is available for a 100% coursework module.
RC3: No resit is available for the coursework component where there is a coursework and summative examination element.
* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment
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Pre-requisite |
None
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Co-requisite |
None |
| Compatibles |
None |
| Incompatibles |
None |
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All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml
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Indicative Content and Learning Activities
Marketing and Customer Experience Management
Marketing and Customer Experience Management is concerned with creating value and building and managing profitable customer relationships in a dynamic, competitive, global marketing environment. To succeed in this complex environment marketers need to achieve a deep understanding of customers, markets and external influences; decide on which target markets they can serve best, and develop a compelling value proposition to acquire, retain and grow targeted customers. Gains in market share, profitability and customer equity are the outcomes for those marketers fulfilling this brief. The course content covers all stages in this process from defining marketing and the marketing process to understanding the marketplace and consumers and designing a customer-driven strategy and mix. Topics such as customer loyalty, use of interaction maps to create brand experiences and analysis of customer experience; acquiring the right customers and customer profitability analysis are also addressed. By gaining a deep understanding of these issues, course participants will become better able to build and manage the customer base so as to achieve better revenue and profits outcomes
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Indicative Reading List
Books:
- Don Peppers,Martha Rogers: 2016, Managing Customer Experience and Relationships, 3, John Wiley & Sons, 624, 9781119236252
- Paul Baines,Chris Fill,Paolo Antonetti,Sara Rosengren: 2019, Marketing, 5, Oxford University Press, USA, 776, 9780198809999
- Siggelkow, Nicolaj and Christian Terwiesch: 2019, Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage, 1, Harvard Business Review Press,
- Chaffey, Dave and Fiona Ellis-Chadwick: 2019, Digital Marketing, 7, Pearson,
- Hollensen, Svend: 2020, Global Marketing, 8, Pearson,
Articles:
- Articles as outlined on Module LOOP site: 0, See Loop,
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Other Resources
None |
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