Program Overview

Program Overview

The program provided is MKT7012: Managing Customer and User Experience. This program is designed to equip students with the knowledge and skills necessary to manage customer and user experiences effectively.

Program Structure

The program is structured into 10 lessons, each focusing on a specific aspect of managing customer and user experiences. The lessons cover a range of topics, including user experience design, customer experience management, and omnichannel retail.

Lesson 1: User Experience Design

• Key Text: "User Experience Design" by Allanwood. G. and Beare, P.
• Key Text: "Designing the User Interface: Strategies for Effective Human-Computer Interaction" by Schneiderman, B. et al.
• Essential Resource: "Universal UX Design: Building Multicultural User Experience" by Ferreira, A.

Lesson 2: Customer Experience Management

• Key Text: "The Making of Consumer Culture in Modern Britain" by Gurney, P.
• Key Text: "Loyalty Management: From Loyalty Management to Customer Experience Management" by Ziliani, C., Ieva, M.
• Essential Resource: "Brand switching and consumer identification with brands" by Appiah, D. et al.

Lesson 3: Omnichannel Retail

• Key Text: "The 30 Day MBA in Marketing: Your Fast Track Guide to Business Success" by Barrow, C.
• Key Text: "This is Service Design Thinking: Basics Tools Cases" by Stickdorn, M., Schneider, J.
• Essential Resource: "Service Design for Business: A Practical Guide to Creating Winning Services" by Reason, B., Lovlie, L., Brand Flu, M.

Lesson 4: Digital Economy

• Key Text: "Digital Economy Index" by Adobe.
• Key Text: "Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach" by Guardian.
• Essential Resource: "Data aggregators, consumer data, and the impact on marketing" by Martin, K.

Lesson 5: Artificial Intelligence in Marketing

• Key Text: "Managing Customer Experience and Relationships: A Financial Sector Perspective" by Peppers, D., Rogers, M.
• Key Text: "Designing User Experience: A Guide to HCI, UX and Usability" by Benyon, D.
• Essential Resource: "Using Artificial Intelligence in Marketing: How to Harness AI and Machine Learning to Gain Customer Insights" by King, K.

Lesson 6: User Interface Design

• Key Text: "User Experience Design" by Allanwood. G. and Beare, P.
• Key Text: "Design and Digital Interfaces: Designing with Sketching and Prototyping" by Stopher, B. et al.
• Essential Resource: "From Chaos to Concept: A Team-Oriented Approach to Creating Successful Digital Products" by Braun, K. C.

Lesson 7: User Research

• Key Text: "Managing Customer Experience and Relationships: A Financial Sector Perspective" by Peppers, D. and Rogers, M.
• Key Text: "Interviews in Qualitative Research" by King, N., Horrocks, C., Brooks, J.
• Essential Resource: "How do focus groups work? - Hector Lanz" by TED-Ed.

Lesson 8: Interaction Design

• Key Text: "Visual Communication Design" by Davis, M., Hunt, J.
• Key Text: "Evil By Design: Interaction Design to Lead Us into Temptation" by Nodder, C.
• Essential Resource: "What is Interaction Design for Beginners? Learn 5 Key Principles" by Club UX.

Lesson 9: Designing User Experience

• Key Text: "Designing User Experience: A Guide to HCI, UX and Usability" by Benyon, D.
• Key Text: "Managing Customer Experience and Relationships: A Financial Sector Perspective" by Peppers, D., Rogers, M.
• Essential Resource: "The Neuro-Consumer: Adapting Marketing and Sales Strategies to the New Consumer Neuroscience" by Bayle-Tourtoulou, A.S., Badoc, M.

Lesson 10: Mastering Metrics

• Key Text: "User Experience Design" by Allanwood. G. and Beare, P.
• Key Text: "Mastering Metrics: The Path from Cause to Effect" by Angrist, J., Pischke, J.S.
• Essential Resource: "Customer Experience Innovation: How to Get a Return on Investment (ROI) from Your Customer Experience Investments" by Dew, R. and Allen, C.