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 course 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 course reflects this reality.
By the end of the course, students will be able:
This course is ideal for students who aim to pursue a career in strategic marketing and who are aspiring to grow in their careers by occupying leadership and managerial positions within the marketing department of their company. Students who successfully complete this course can pursue a career in digital marketing management, overall strategic marketing management and CRM management. Therefore students who desire to grow within the marketing department are encouraged to enrol on this course and further their studies in this area through the MSc Marketing Strategy and Customer Experience Management.
University of Buckingham, UK
7 – (European/ Malta Qualifications Framework)
|Digital and Social Media Marketing||7.5|
|Service Marketing and Customer Experience Management||7.5|
|Strategic Marketing Planning: Understanding Value & Building Strong Brands||15|
|Practical Research Methods||7.5|
|Understanding Consumer Behaviour||7.5|
|Service Systems- Fundamentals||7.5|
|Managing People and Service Leadership||7.5|
Students’ knowledge will be assessed through various assessment methods.
All students will have access to EBSCO, the world’s largest online library, Moodle for class notes and Turnitin for the upload of assignments.
A good degree or equivalent qualification in any area of studies is required for entry to this course. Work experience would be considered an advantage. Applications are also welcome from students who possess lower qualifications or non-standard entry qualifications and relevant work experience. Students are advised to forward their CV to Global College Malta to evaluate the candidates’ eligibility for the course.
EU Fees: €9,000
International Fees: €9,000
Application Fee: €250
Registration Fee: €250
Administration Fee: €250