MKTG09024 2023 Digital Customer Experience

General Details

Full Title
Digital Customer Experience
Transcript Title
Digital Customer Experience
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
BUS - Business
09 - NFQ Level 9
05 - 05 Credits
Start Term
2023 - Full Academic Year 2023-24
End Term
9999 - The End of Time
Alan Kelly, Breda McTaggart
Programme Membership
SG_BDIGI_M09 202300 Master of Science in Digital Business SG_BDIGI_O09 202300 Postgraduate Diploma in Science in Digital Business SG_BAPPL_S09 202300 Postgraduate Certificate in Applied Digital Business SG_SMARK_M09 202300 Master of Science in Marketing SG_SDIGI_S09 202300 Postgraduate Certificate in Digital Marketing SG_SMARK_O09 202300 Postgraduate Diploma in Science in Marketing SG_SMARL_M09 202300 Master of Science in Marketing SG_SMARM_M09 202300 Master of Science in Marketing

This module explores Digital Customer Experience, and its role within the modern business. It examines relational and experiential marketing, the expectations of the modern customers and how technology has driven these expectations. Additionally, the module assesses the use of data driven metrics which incorporate AI and other technologies to allow managers to provide the expected level of digital experience that the customer demands.

Learning Outcomes

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


Examine how Digital Customer Experience is constructed and employed across marketing


Critically assess how technology is shaping Digital Customer Experience


Examine and assess the management of touchpoints throughout the customer journey across multiple platforms


​​​​​​Critically assess the role of data to drive Digital Customer Experience, including personalisation, retention and service encounters.

Teaching and Learning Strategies

Lectures will introduce the students to the theoretical aspects of Customer Experience. Learners will contrast and compare various CX offerings from industry leading organisations and examine the process of CX development and management. Case studies and additional resource material will be provided to reinforce the learning process and provide clear demonstrations of successful CX implementation.

A UDL approach will be embedded in the delivery of this module to ensure it is accessible for all learners. Learners will be encouraged to engage in reflective practise to help them identify how they can improve their learning during the semester.  

Module Assessment Strategies

Learners will complete two components of continuous assessment which are designed to ensure they meet the learning outcomes.

Firstly, they will complete a report outlining key CX factors and examining the elements presented by leading industry practitioners.  

Secondly, they will develop a CX strategy outlining the stages of the customer journey, how to manage this journey along with the key metrics needed to measure its success.

Repeat Assessments

Repeat requirements will be determined based on failed components. 

The repeat requirement will be recorded at the relevant Progression & Award board. 

Indicative Syllabus

Relationship and experience marketing (LO1)

  • What is Customer Experience (CX) and how is it constructed
  • What is Digital Customer Experience and its role in contemporary business
  • Customer Experience (CX), Digital Experience (DX), Customer Relationship Management (CRM), and User Experience (UX) and how are they connected.


Role of Technology (LO2)

  • Examine how the customer engages across numerous platforms including Social Media/Mobile/Internet, Extended realities, AI, Chatbots, IoT and e-Commerce.
  • Personalisation and seamless integration across platforms


DX Management (LO3)

  • Analyse the customer journey
  • How to identify and map touchpoints
  • Marketing Automation and how to manage the customer interactions
  • Examine customers interaction and engagement
  • Retention and loyalty
  • Customer service management
  • Chatbots and online agents
  • Developing a CX strategy
  • Accessibility and awareness of customer needs


DX Measurement (LO4)

  • Examine the various measurement tools available for Digital Customer Experience including NPS, CSAT, EXQ and SERVQUAL
  • Analyse customer insights to fully understand your customer
  • Critically access the role of Big Data and AI to manage and analysis various customer related data

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Customer Experience research Coursework Assessment Written Report/Essay 40 % Week 7 1,2
2 Customer Experience Strategy Coursework Assessment Written Report/Essay 60 % End of Semester 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 2 Weekly 2.00
Independent Learning Not Specified Self directed learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 2.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Online Lecture 2 Weekly 2.00
Independent Learning Online Self directed learning 4 Weekly 4.00
Total Online Learning Average Weekly Learner Contact Time 2.00 Hours

Required & Recommended Book List

Required Reading
2020-07-06 The Customer Experience Playbook
ISBN 9798640683899

Practical book with lots of insights on how to lead customer experience transformations, and how to build a customer experience team.

Required Reading
2019-11-16 Customer Experience
ISBN 1912774410 ISBN-13 9781912774418

AVAILABLE RIGHT NOW, NO DELAYS - 22 international CX professionals share their current best-thinking, strategies and insights for achieving impact and visibility using world-class, best-practice CX principles. Contributors are experienced, qualified and certified CX experts including Ian Golding, Gayana Helder, Olga Guseva, Duong Nguyen, Jonathan Daniels, Ben Phillips, Naeem Arif, Hannah Foley, Megan Germann, Patricia Sanchez Diaz, Marleen van Wijk, Nick Meinertzhagen, Alec Dalton, Anna Stoll, Daniel Dougherty, Narjs Boufaden, Rohilla Nasreen, Marc Karschies, Ruth Crowley, Janelle Mansfield, Michele Badenhorst and Gabriela Geeson. Topics include: Customer centric culture Organisation adoption and accountability VoC insight and understandings CX design and improvement CX metrics, measurement and ROI CX strategy This is an extraordinary volume packed with frontline experience, insight and value for anyone wanting to dramatically enhance the customer experience in their organization.

Required Reading
2021-08-13 Digital Customer Experience Engineering Apress
ISBN 1484272420 ISBN-13 9781484272428

Customer experience engineering applied to the engineering department is rare, but needed. Most companies keep support, UX, engineering, product, and CX separate. To address this gap, this book highlights roles and techniques that are proven to accelerate issue detection and prevention by 30% or more. With the author's vast experience in tech support, he has developed techniques and skills that allow engineers to gain customer insights faster and through new and insightful sources that are within their reach. You will develop a deep understanding of the impact of issues; understand and optimize the speed of the engineering feedback loop (issue resolution time); and develop the ability to calculate the cost of the issues or customer friction to the business (in aggregate and on a case-by-case basis). Organizations can save significant money and add additional revenue by addressing customer friction proactively in collaboration with product, engineering, and site reliability engineering (SRE) functions and reduce the average time of an issue resolution by 80%. The cross-functional leadership, mentoring, and engineering techniques youll learn from this proactive stance are very valuable and teachable, and this book will show you the path forward. What You Will Learn Gain the techniques and tools necessary to validate customer journey success in production Contribute to customer-centric key performance indicators (KPIs) on executive dashboards Create meaningful insights and data points that allowed the feedback loop to be optimized and efficient Who This Book is For Professionals participating in the value stream of digital software engineering for the benefit of customer experiences, directly or indirectly. You may be an engineer practicing DevOps or site reliability, or you might be a product owner, UX designer, or researcher. You might be working in support and seeking for new ways to engage with your engineering teams.

Module Resources

Non ISBN Literary Resources
Updated Literary Resources
URL Resources

Qualtric -

Hubspot -

Gartner -

Other Resources

ATU Sligo Library Database

Additional Information