Module Details

Module Code: MRKT9015
Title: Customer Experience Design
Long Title: Customer Experience Design
NFQ Level: Expert
Valid From: Semester 1 - 2021/22 ( September 2021 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: no programmes
Module Description: This module explores critical insights into innovative approaches to enhance customer experiences in a variety of business contexts. This module aims to provide students with practical skills and methodologies that support examination and identification of opportunities for enhancement of customer experiences. Students will be tasked with identifying and analyzing opportunities to redesign and enhance organisational customer experiences through a range of practices, tools and technologies.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate the strategic importance of customer experience design in a variety of business contexts.
LO2 Analyse customer experience design opportunities and demonstrate recommendations for improved business successes, using established tools and methodologies
LO3 Redesign and improve customer experiences using established tools and methodologies
LO4 Critically evaluate the application of technology in designing complex customer experiences
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Strategy
Use of customer experience as a strategy, Differences across the public, private and voluntary sectors. Challenges for organisations, Change Management, Guest Lectures
Tools and Methodologies
Development and Documentation of Customer Insights, User Centred Design Tools, Customers Journeys, Service Blueprints, Personas, Insights, Prototyping and Case Studies
Technology
Automation, Self Service, Co-creation of experiences with customers, Personalisation, Big Data and sharing with customers, Privacy Concerns, Trends for the future
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 50
Timing Week 7 Learning Outcomes 1,2,4
Assessment Description
Prepare a report and present an analysis of a customer experience for a live case
Assessment Type Written Report % of Total Mark 50
Timing Week 13 Learning Outcomes 1,2,3,4
Assessment Description
Prepare a report and present a redesigned customer experience for a live case
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Based Instruction Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Reading, Research and work based learning Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Based Instruction Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Reading, Research and work based learning Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Marc Stickdorn, Adam Lawrence, Markus Hormes, Jakob Schneider. (2018), This is Service Design Doing, O'Reilly, Canada, [ISBN: 9781491927182].
  • Lou Downes. (2020), Good Services How to Design Services that Work, BIS, [ISBN: 978 90 6369 5].
  • Tim Brown. (2009), Change By Design, Harper Collins, [ISBN: 0061937746].
  • Marc Stickdorn, Jakob Schneider. (2012), This Is Service Design Thinking, Wiley, [ISBN: 9789063692797].
  • Thomas Lockwood (Editor). (2010), Design Thinking, Allworth Press, [ISBN: 1581156685].
  • Marc Hassenzahl. (2010), Experience Design: Technology for All the Right Reasons (Synthesis Lectures on Human-Centered Informatics, Morgan & Claypool Publishers, [ISBN: 9781608450480].
  • Brian Solis. (2015), X:The Experience when Business Meets Design, John Wiley & Sons Inc., New Jersey, [ISBN: 9781118456545].
Recommended Article/Paper Resources
  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002), Managing the total customer experience, MIT Sloan Management Review.
  • Bitner et al. (2008), Service Blueprinting: a practical technique for service innovation, California Management Review.
  • Rawson, A., Duncan, E., & Jones, C. (2013), The Truth about Customer Experience, Harvard Business Review.
  • Sanders, E. B. N., & Stappers, P. J. (2008), Co-creation and the new landscapes of design, Co-design.
  • Verganti, R.. (2013), Design driven innovation: changing the rules of competition by radically innovating what things mean., Harvard Business Press..
Other Resources