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You are required to carry out a CX audit of an organisation of your choice. Your audit report must identify the following: The offering(s) of the chosen organisation i.e. a brief outline of who the organisation is and what products/

MKT7012 Managing Customer and User Experience Assignment

Assignment Brief

As part of the formal assessment for the programme you are required to submit a Managing Customer and User Experience assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

Learning Outcomes:

After completing the module, you should be able to:

  1. Demonstrate an advanced level of knowledge of the importance of CX and UX within the digital business environment.
  • Critically evaluate CRM data sets to make informed business choices and decisions within a specific industry.
  • Appraise the importance of ethical, legal, and regulatory frameworks when handling customer data demonstrating evidence of high-level research.
  • Design fully justified and advanced level customer journeys and experiences.
  • GA1 Discipline Expertise: Knowledge and understanding of chosen field. Students will possess a range of skills to operate within this sector, have a keen awareness of current developments in working practice being well positioned to respond to change.


Your assignment should include: a title page containing your student number, the module name, the submission deadline and the exact word count of your submitted document; the appendices if relevant; and a reference list in AU Harvard system(s). You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.

You must not include your name in your submission because Arden University operates anonymous marking, which means that markers should not be aware of the identity of the student. However, please do not forget to include your STU number.

Maximum word count: 2000 words

Please refer to the full word count policy which can be found in the Student Policies section here: Arden University | Regulatory Framework

Please note the following:

Students are required to indicate the exact word count on the title page of the assessment.

The word count includes everything in the main body of the assessment (including in text citations and references). The word count excludes numerical data in tables, figures, diagrams, footnotes, reference list and appendices. ALL other printed words ARE included in the word count.

Please note that exceeding the word count by over 10% will result in a 10-percentage point deduction.

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Assignment Task

You are required to carry out a CX audit of an organisation of your choice.

Your audit report must identify the following:

  • The offering(s) of the chosen organisation i.e. a brief outline of who the organisation is and what products/services they offer. – 10%.
  • A critical analysis of CX and UX design within the industry environment that your business sits within. Who are the market leaders in this field? What are the key trends within CX and UX design within this industry. Examples of other industries are relevant here too. – 20%
  • Using the relevant CRM datasets around your business, evaluate and identify the specific customer persona that the audit will focus upon. – 20%.
  • The goal(s) of the selected customer persona i.e. the reasons for the customer journey. -15%
  • The current customer journey for the selected persona to achieve their goal(s), including variations in this journey. – 15%
  • An assessment of the effectiveness of the current journey in allowing the customer to achieve their goal(s). This may include the impact of the UX of specific touchpoints along the journey. This should NOT include any recommendations for improvements at this stage. – 20%

You will need to apply the CX and UX theoretical frameworks detailed throughout the module, as well as your own research, to your analysis.

(2000 words)

(100 marks)

(LOs: 1, 2 & 5)

End of questions

Formative Feedback

You have the opportunity to submit a draft to receive formative feedback.

The feedback is designed to help you develop areas of your work and it helps you develop your skills as an independent learner.

If you are a distance learning student, you should submit your work, by email, to your tutor, no later than 2 weeks before the actual submission deadline. If you are a blended learning student, your tutor will give you a deadline for formative feedback and further details.

Formative feedback will not be given to work submitted after the above date or the date specified by your tutor – if a blended learning student

Referencing Guidance

You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the AU Harvard system(s).

Follow this link to find the referencing guides for your subject: Arden Library

Submission Guidance

Assignments submitted late will not be accepted and will be marked as a 0% fail.

Your assessment can be submitted as a single Word (MS Word) or PDF file, or, as multiple files.

If you chose to submit multiple files, you must name each document as the question/part you are answering along with your student number ie Q1 Section A STUXXXX. If you wish to overwrite your submission or one of your submissions, you must ensure that your new submission is named exactly the same as the previous in order for the system to overwrite it.

You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is available on the A-Z key information on iLearn.)

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