In today’s global, digital world, effective strategic marketing puts customers and their needs at the heart of decision-making. This customer-centric orientation means that understanding and managing customer experience has taken on critical importance for firms. This leading edge, managerially relevant programme provides students with an in-depth understanding of strategic marketing and customer experience management in today’s service-focused culture.
The CEO of Mercedes Benz, USA has commented that, “customer experience is the new marketing” (Gartner Research, 2015), and several studies reveal that improving customer experience is a top priority for firms (Forrester Research, 2017; Accenture, 2015; Lemon & Verhoef, 2016). Service is paramount for all firms, regardless of whether they deliver tangible goods or intangible services: customers consume service whether they are buying goods or services (Vargo & Lusch, 2004; 2008). The strategic marketing and customer experience management programme reflects this reality.

• To enable students to develop an in-depth understanding of how firms can develop a customer-oriented approach, through marketing and customer experience management strategies, appropriate for today’s customer and service-focused environment.
• To develop a critical understanding of concepts, tools and techniques that can be applied in a customer and service-focused context.
• To embed an understanding of the integrated principles of customer-centric strategic marketing planning, service marketing and customer experience management.
• To enrich understanding of strategic marketing with insights into the principles of service systems, digital and social media marketing, consumer behaviour, and managing people and service leadership
• To reflect critically on knowledge gained and on personal performance through the application of theory to practice.
• To enable students to enter marketing/management positions and/or as preparation for further research in marketing/management disciplines.
• To develop enduring skills and an appreciation that these skills can be enhanced and developed through life-long learning. Students will thus be equipped to contribute to work and society, whilst keeping pace with and adapting to change.

Framework for Higher Education Qualifications
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Relevant Subject Benchmark Statement(s) (Link);
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Please note: This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if he/she takes full advantage of the learning opportunities that are provided. More detailed information on the learning outcomes, content and teaching, learning and assessment methods of each course unit/module can be found in the departmental or programme handbook. The accuracy of the information contained in this document is reviewed annually by the University of Buckingham and may be checked by the Quality Assurance Agency.