WM9QZ-15 Digital Customer Engagement and Analytics
Introductory description
This module combines elements of Customer Experience (CX), Customer Insight (CI), and Customer Relationship Management (CRM) to provide a comprehensive understanding of customer engagement in the eCommerce context. Students will learn to leverage digital technologies, data analytics, and customer-centric strategies to optimise the entire customer journey in online retail environments.
Module aims
This module aims to develop students' understanding of customer experience and relationship management in eCommerce through practical application of digital technologies and data analytics. Students will gain skills in designing and optimising customer journeys, using analytics for personalisation and segmentation, and implementing CRM systems in online retail contexts.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
- Foundations of Customer Engagement
- Customer Experience Design
- Customer Journey Mapping & Analysis
- Data Analytics for Customer Insights
- Customer Relationship Management and Customer Data Platforms
- Social Commerce and Community Engagement
- AI in Customer Engagement
- Data Privacy, Ethics, and Trust in Analytics
- Predictive and Prescriptive Analytics
Learning outcomes
By the end of the module, students should be able to:
- Critically evaluate customer engagement strategies and recommend improvements for complex eCommerce environments
- Assess data analytics methodologies and their application in deriving actionable customer insights
- Assess CRM and customer data platform strategies and recommend solutions for online business challenges
- Critically evaluate customer journey maps and strategically apply customer relationship management principles to optimise digital retail experiences
Indicative reading list
Reading lists can be found in Talis
Specific reading list for the module
Subject specific skills
Customer relationship management, customer experience management, social media, reputation management
Transferable skills
Presentation skills, research, teamwork, consulting skills, sales skills, critical thinking
Study time
| Type | Required |
|---|---|
| Lectures | 10 sessions of 1 hour (7%) |
| Seminars | 20 sessions of 1 hour (13%) |
| Online learning (independent) | 20 sessions of 1 hour (13%) |
| Private study | 40 hours (27%) |
| Assessment | 60 hours (40%) |
| Total | 150 hours |
Private study description
Private study will include preparing for lectures and seminars, reviewing lecture notes, and engaging with required readings and multimedia resources.
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Business Report | 70% | 42 hours | Yes (extension) |
|
A strategic report critically evaluating CRM systems, data analytics strategies, and customer engagement strategies for a provided eCommerce scenario. |
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Reassessment component |
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| Business Report | No | ||
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A strategic report critically evaluating CRM systems, data analytics strategies, and customer engagement strategies for a provided eCommerce scenario. |
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Assessment component |
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| CRM Strategy and Customer Journey Analysis - Individual Poster Presentation | 30% | 18 hours | Yes (extension) |
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Based on their participation in the simulation activity, students will create an individual reflective poster with recorded presentation critically evaluating their customer management experiences. |
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Reassessment component |
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| CRM Strategy Analysis | No | ||
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Students will write an individual essay critically analysing a provided eCommerce case study and synthesising strategic CRM implementation recommendations. |
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Feedback on assessment
Written feedback for the assignments.
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)