MKTG08055 2022 Customer Experience Innovation

General Details

Full Title
Customer Experience Innovation
Transcript Title
Customer Experience Innovation
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
08 - NFQ Level 8
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Emer Ward, Diolinda Coyle, Kerry Dolan, Aileen Brennan
Programme Membership
SG_BFINV_K08 202200 Bachelor of Business (Honours) in Business with Finance and Investment (Add-on) SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing (Add on) SG_BTOUR_K08 202200 Bachelor of Business (Honours) in Tourism with Event Management (Add-on) SG_BGENE_K08 202200 Bachelor of Business (Honours) in General Business (Add-on) SG_BFINA_H08 202200 Bachelor of Business (Honours) in Finance and Investment SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BBUSB_H08 202200 Bachelor of Business (Honours) in Business

The application of innovative customer experience technologies is the emphasis of this module. It requires the student to work as part of a team in a PBL context. The aim is to develop a critical appreciation of modern technologies used in the management of the customer experience and the application of those technologies in a real life scenario. The student will focus on the use of innovative technologies for the purposes of improving the customer's overall experience.  It is based on obtaining both a strategic and operational mind-set to deliver excellent customer experiences consistently. It is incorporating the theory into the practice.  The module allows the student to be creative and innovative, to look behind the technologies that help to meet and exceed customer expectations, to challenge their own ideas and to justify all decisions they make.

Learning Outcomes

On completion of this module the learner will/should be able to;


Create a brand for the project team and idea


Work as part of a team


Incorporate the application of innovative technologies into the organisations customer systems


Evaluate the appropriateness of various innovative technologies for the purposes of customer experience excellence


Appraise the inter-connectedness of all customer experiences

Teaching and Learning Strategies

This module follows the PBL teaching approach where students are constantly solving problems and are facilitated in this process by the lecturer and their peers. Students investigate and apply innovative technologies to improve customer experiences as appropriate to the project they are working on. 

Each week they present to their class group on work completed and work in progress. Students self-evaluate and are also are evaluated by the lecturers and their peers, obtaining marks for this process.

Projects may be sourced from outside organisations or can be chosen by the team.  Each project may be unique.


Module Assessment Strategies

Proposal document and presentation 15% 

Interim report and presentation 15% 

Final Outcomes - business report and presentation demonstrating the use of their innovative technologies  50%  

The process - Weekly work in progress discussions/verbal presentations, task documents, participation and evaluations 10%

There is a final individual reflective learning diary which is added to each week throughout the process 10% 

Repeat Assessments

An individual repeat assessment


Indicative Syllabus

1.  Create a brand for the project team and idea

  • Brainstorming and idea generation activities.
  • Developing a corporate image and vision for the team and the idea.
  • Selection of branding designs, logos and taglines.
  • Operating as part of a team with clear guidelines on roles and responsibilities.
  • Project management -overseeing of activities and outcomes, creation of and adherence to timelines, problem solving, dealing with conflict and negotiation.

2.  Work as part of a team 

  • Operating as part of a team with clear guidelines on roles and responsibilities.
  • Calling meetings, planning, organising and evaluating, making and defending decisions.
  • Professional development - report writing and professional presentations, dealing with outside organisations, conducting research, dealing with feedback from peers and industry, and reflective learning practices.

3.  Incorporate the application of innovative technologies into organisations customer systems

  • Research into innovative technologies that best suit the project at hand, applied to each element of the assessment.
  • Cost/Benefit analysis of the appropriate customer experience technologies.
  • Testing of the technologies and making changes as necessary.

4.  Evaluate the appropriateness of various innovative technologies for the purposes of customer experience excellence.

  • Application of the appropriate technologies to enhance customer experience for the specific project.
  • Measurement of the effectiveness of the chosen technologies.

5. Appraise the inter-connectedness of all customer experiences

  • Informing and training both staff and customers on how these tools can aid customer experience.
  • Enhancing the entire customer journey.



Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group PBL assignment Project Assignment 100 % OnGoing 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Independent Learning Not Specified Self directed learning 4 Weekly 4.00
Practical / Laboratory Computer Laboratory Practical/Tutorial 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2022-01-29 Experiential Marketing SAGE
ISBN 9781529784558 ISBN-13 1529784557

An essential guide to understanding how experiential marketing forms a major part of marketing communications for brands featuring an implementation model to help students in designing their own campaigns.

Required Reading
2020-12-28 Experiential Marketing Routledge
ISBN 9781000297973 ISBN-13 1000297977

Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience. Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the authors online videos provide both theoretical foundations and concrete application. This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners particularly those studying for professional qualifications who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline. Online material includes lecture slides, a test bank of questions, an instructors manual, and explanatory videos.

Module Resources

Non ISBN Literary Resources
Journal Resources

Harvard Business Review

MIT Sloan Management Review

McKinsey Quarterly

Journal of Marketing

URL Resources

All relevant material will be uploaded to the lecturer's moodle page

Other Resources


Additional Information