Short Title:Consumer Journey Mapping and Service Design
Full Title:Consumer Journey Mapping and Service Design
Module Code:DMKT H4016
 
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Niamh Braiden
Module Description:The purpose of this module is to:- • provide the learner with an overview of service organisation and service consumer behaviour specifics • Illustrate the core concepts of Service Design Thinking using consumer journey mapping, especially in cross functional implications (e.g. HR / IT) • Focus on the strategic developments in service design, leadership and global best practice.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Analyse customer focus for the service organisation and service consumer behaviour specifics
  2. Apply the core concepts of Service Design Thinking to innovation projects.
  3. Develop and design the value proposition for the service concept
  4. Effectively illustrate how consumer journey mapping to facilitates service design decisions.
  5. Design detailed service blueprints, draw fail points and build service standards. Use process for insights into cross functional implications (e.g. HR / IT)
  6. Critically analyse developments in service design, leadership and global best practice and the critical role of service for competing strategically
 

Module Content & Assessment

Indicative Content
Customer Behaviour in Services Marketing in the Digital Age
• Stages in the consumption process • Customer Journey Mapping • Understanding Personas •Touchpoints •Trends, developments and insights
Designing, Managing and Integrating Service Processes
•Service processes – design, implementation and management. •Role and script, •Blueprinting,identifying and reusing service failpoints(poka yokes) •Service redesign •Services Blueprinting •Enhancing the experience through multichannel touchpoints •Integrating online and offline experiences
The online & offline Servicescape
•The importance of physical evidence online •Types of servicescapes, •Roles of the servicescape •The effects of servicescapes on customers and staff •Servicescapes in the Digital environment
Service Failure & Recovery
• Recovery - complaint soliciting and handling • Social Customer Care • Online Reputation Management Customer feedback • The role of online review sites, WOM marketing • Zero defections Recovery - complaint soliciting and handling •Developing a service recovery strategy •Service guarantees.
Service Innovations
•Competing strategically through service •Service Innovations
Service Leadership & Excellence
•Strategic success and competitiveness through services •Service innovations • Strategic success and competitiveness through services – strategy continua in services marketing •Service excellence
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Students will develop customer journey maps using various personas and across touchpoints. Maps will be built in interactive workshop environments. Students will present their output and recommendations to their peers. 1,2,3 30.00 n/a
Practical/Skills Evaluation Students will be required to build detailed service blueprints featuring frontstage, backstage and support activities. Possible failpoints and moments of truth should be identified. Cross-functional implications and impacts of future innovation on customer experience should be detailed. Presentations will form part of final assessment. 2,3 70.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment

 

Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 15.00
Every Week 30.00
Every Week 80.00
Resources
Recommended Book Resources
  • Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler 2012, Services Marketing, 2nd European Ed., Mcgrawhill Higher Education [ISBN: 9780077131715]
  • Mark Stickdorn 2011, This Is Service Design Thinking, Bis Publishers [ISBN: 9789063692797]
Supplementary Book Resources
  • Lucy Kimbell 2015, The Service Innovation Handbook [ISBN: 9789063693534]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 8 Mandatory