MKTG06091 2022 Marketing and Customer Experience
Full Title
Marketing and Customer Experience
Transcript Title
Marketing and CX
Code
MKTG06091
Attendance
N/A %
Subject Area
MKTG - Marketing
Department
BUS - Business
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Aileen Brennan, Angela Bartlett
Programme Membership
SG_BADMN_B07 202200 Bachelor of Business in Business Administration
SG_BBUSL_C06 202200 Higher Certificate in Business in Business Administration
SG_BADMN_C06 202200 Higher Certificate in Business in Business Administration
Description
This module provides a foundation in the principles of marketing, with a focus on customer experience and relationship marketing with stakeholders.
The office is the nerve centre of an organisation and stakeholders interact with the organisation through omni channel (offline and online, touch points, moment of truth)
At the end of this module, the student will understand the role of administrators in the marketing process and be able to contribute to the marketing process and the various stakeholders involved.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Describe the five main business orientations and appreciate the evolution of modern marketing practices in society, including the significance of corporate social responsibility (CSR), equality, diversity & inclusion (EDI), and sustainability.
2.
Describe and discuss the forces in the marketing environment and how organisations can respond to these forces in decision-making.
3.
Assess the benefits of market segmentation and understand how to position an offer for maximum competitive advantage.
4.
Explain the components and processes involved in the framing of a marketing mix, including the development of a marketing plan.
5.
Explain the general principles and practices underlying Relationship marketing and Customer experience.
Teaching and Learning Strategies
Universal Design for Learning (UDL) is incorporated into the teaching and learning strategies. The teaching materials on the moodle page are accessible in alternative formats including audio, HTLM, ePub. A combination of Lecturers, Tutorials, In-class discussion, Presentations, Peer teaching, Role play, Case studies and Online resources are used.Lecturers, Tutorials, In-class discussion, Presentations, Role play and Case studies
Module Assessment Strategies
Both formative and summative assessment strategies are used.
Summative
Final Exam 50% (Closed book exam)
Continuous Assessment 50% (may include one but not more than two of the following: Presentations, Role play, Case studies, Multiple choice questions, Short questions, Essays, Peer teaching, Open book exams, Group based projects. UDL principles are incorporated into assessment. All learning outcomes are assessed once, but not more than twice. Rubrics and marking schemes are available prior to any continuous assessment.
Formative (MCQ, group based class exercises, group based informal presentations)
Repeat Assessments
Repeat assessments of this module will consist of a repeat examination and/or repeat coursework.
Indicative Syllabus
1. The Evolution of the Marketing Discipline. (LO1)
- The role of marketing in society
- Differentiate between alternative concepts of marketing (including CSR, ethical decision making, EDI, sustainability)
2. The Marketing Environment. (LO2)
- Examine the forces in the Macro and Micro Marketing Environment that impact on organisations and the impact on decision-making
3. Segmentation, Targeting and Positioning Strategies. (LO3)
- Identify the levels of market segmentation
- Examine the bases for segmentation
- Outline the role of target marketing and positioning for competitive advantage
4. Product, including Services (LO4)
- Discuss what a product and service is
- Marketing considerations for each stage of the Product Life Cycle
- Describe the functions of packaging
- Describe the characteristics of a service (additional 3 P's in the marketing of services)
5. Pricing Strategy. (LO4)
- Discuss what a price is and common pricing mistakes
- Examine pricing strategies and the factors affecting pricing decisions
6. Marketing Communications (LO4)
- Introduce the marketing communications mix (including social media)
7. Customer Experience and Relationship Marketing (LO5)
- How to provide excellent Customer Service (Internal customer, external customer, standards of performance)
- Explain the importance of the customer experience CX (Pillars for CX, moment of truth, touchpoints)
- The importance of Relationship Marketing for all stakeholders
8. Marketing plan outline (LO1, 2, 3, 4, 5)
- Explain the key components of a typical marketing plan outline
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Continuous Assessment individual and/or group assessment | Coursework Assessment | Project | 30 % | Week 6 | 1,2 |
| 2 | Continuous assessment Individual or group | Coursework Assessment | Assessment | 20 % | Week 11 | 3,4 |
| 3 | Multiple choice | Formative | Multiple Choice/Short Answer Test | - % | OnGoing | 1,2,3,4,5 |
| 4 | Role play | Formative | Assignment | - % | OnGoing | 1,2,3,4,5 |
| 5 | Short questions | Formative | Assessment | - % | OnGoing | 1,2,3,4,5 |
End of Semester / Year Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Final Exam Final Exam - Written Two Hour Paper | Final Exam | Closed Book Exam | 50 % | End of Semester | 1,2,3,4,5 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Lecture | Lecture Theatre | Lecture/Discussion | 3 | Weekly | 3.00 |
| Tutorial | Flat Classroom | Further analysis/discussion of topics | 1 | Weekly | 1.00 |
| Independent Learning | UNKNOWN | Independent Learning | 3 | Weekly | 3.00 |
Total Full Time Average Weekly Learner Contact Time 4.00 Hours
Required & Recommended Book List
Required Reading
2019-03-19 Foundations of Marketing
ISBN 1526847345 ISBN-13 9781526847348
2019-03-19 Foundations of Marketing
ISBN 1526847345 ISBN-13 9781526847348
The book presents an accessible introduction to marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, the book features digital marketing integrated throughout the chapters as well as a chapter on marketing planning and strategy
Recommended Reading
Customer Experience 4 (CX4) WM Publishing
Customer Experience 4 (CX4) WM Publishing
Recommended Reading
2020 The Cult of the Customer
ISBN 1640951539 ISBN-13 9781640951532
2020 The Cult of the Customer
ISBN 1640951539 ISBN-13 9781640951532
"This book is about creating a corporate culture that is so focused on taking care of and tending to employees and customers that the culture itself creates evangelists. Evangelists are special people who go out of their way to tell the world just how great you and your company are. They are exactly the kind of advocates that you want your organization's culture to create. That's the end result of The Cult of the Customer. There are many companies who have managed to build a culture that has reached this level-a culture rooted in a concept called amazement. In this book, I'll tell you their stories, show you exactly how they made The Cult of the Customer happen, and show you how you can make it happen, too. You'll start by determining what cult you're in now and then by figuring out what cult you want to be in. Bear this in mind as you make your way through this book: a cult is nothing more or less than a system of shared belief, interest, or experience-in other words, a group of people with a shared agreement about what they will be cultivating together. When it comes to business, I'm in a cult, and I hope you are, too: The Cult of the Customer! Years ago, I identified five phases that customers go through from the time they first start doing business with you until they become loyal to you and your company. That much was set, even though the names I gave those phases changed over time. Here is the interesting part-the part that matters to you and me as business people. Employees of your company go through identical phases. So for a company to create an amazing experience-one that creates not just loyal customers but company evangelists-the employees of that company must move through these phases before the customers do. These phases are the various cults that your company may be in. You'll learn about all these phases in this book"--
Module Resources
Non ISBN Literary Resources
As per booklist
Updated Literary Resources
Journal Resources
Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloan Management Review, European Journal of Marketing, Irish Marketing Journal)
URL Resources
Library Databases (Emerald, Infotrac, Science Direct)
Various websites such as www.quickmba.ie; www.netmba.com; www.esri.ie; www.rgdata.ie; www.bitc.ie; www.asai.ie, www.prii.ie, www.adworld.ie, www.bci.ie, www.onside.ie, www.directbrand.ie, www.salesinstitute.ie)
Moodle page
Other Resources
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Various Case Studies and Reports. |
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Additional Information
None