Modules

Core Module Information
Module title: Experiential Services Marketing
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT08110
Module leader: Fan Cleverdon Lu
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module will introduce you to the pivotal role of customer experiences and services in creating customer value and differentiating brands from their competitors. You will explore two critical components of customer experiences:In the first instance, you will gain a comprehensive understanding of the customer journey and how to create seamless experiences across multiple channels, particularly in the dynamic and crucial retail sector. You will learn to use essential marketing tools to analyse the retail business environment, identify key market drivers, and design customer journeys that satisfy customer needs, reinforce brand image, and boost business revenue. This component will explore new technologies like virtual and augmented reality applications and the complexities of operating in an omnichannel environment.In the second part of the module will emphasise customer-centric services. You will explore the expanded marketing mix for services, customer expectations, service standards, and the role of physical evidence in service design. This component will highlight the critical role of services and introduce you to the essential tools to design services. Additionally, you will explore recent technological advances that enhance customer engagement and experience.By the end of this module, you will have a well-rounded understanding of how to design unique customer experiences and exceptional services that drive brand differentiation and business success.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Demonstrate an understanding of how customer experiences and services can be designed and delivered in a multichannel environment.

LO2: Evaluate and apply relevant marketing theories and digital tools to analyse customer touchpoints and map a customer journey that delivers a seamless experience.

LO3: Identify and assess critical touchpoints, pain points, and stages in the customer journey, and propose tactical marketing recommendations to enhance customer experience.

LO4: Understand the role of AI and technology in enhancing customer experience and engagement

LO5: Apply concepts of innovation to experiential service design and evaluate its ethical challenges
Full Details of Teaching and Assessment
2025/6, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Fan Cleverdon Lu
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 11 In the lectures, you will be introduced to key concepts and critical issues when designing customer journeys and services in a dynamic market environment.
Face To Face Tutorial 11 The interactive tutorials will connect relevant marketing theories to practice by consolidating your learning and applying them in discussing contemporary cases.
Face To Face GROUPIND_STUDY 70 You will be encouraged to develop independent learning skills, teamwork and cooperation, communication, and critical thinking—all essential skills for the employment market and the modern business world. Attendance, participation, and independent reading and learning are crucial for achieving strong performance. Your contribution to teamwork is important, not only for your own learning but also for enhancing the learning experience of the entire group.
Face To Face Guided independent study 108 You will be encouraged to study and research independently and develop digital literacy, a customer-centric mindset, and critical thinking—all essential skills and values for achieving in the modern business world. Attendance and independent research and learning are crucial for a strong performance.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 50 1~2~3 Week 8 HOURS= 15-20 minutes A small-group oral presentation that demonstrates teamwork, cooperation, communication, critical thinking, and knowledge of customer experience design. You will be asked to submit your presentations slides on Moodle.
Report 50 1~4~5 Week 13 , WORDS= 1,500 words A practice-based report (word count: 1,500) on a contemporary issue of technology-driven innovation in experiential services marketing.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

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