| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Oxford Brookes University | Module Title | MARK7002 Customer Insight and Engagement |
This module prepares students to develop, implement and critique programmes for the acquisition, retention and growth of customers' trust and loyalty. It takes a customer-centric approach and acknowledges the hyper-connected environment in which organisations operate today.
The module, therefore, reviews technologies and methodological approaches to obtain customer insight and to build detailed customer profiles. Moreover, the module considers how to engage with customers in ways that add value to both parties. The module uses real case studies, as well as the students’ own experiences as customers to critically evaluate different approaches to customer intelligence and relationship management.
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