LO1 – Critically review the customer experience of an organisation using services marketing,
service and UX design concepts and frameworks
• LO2 – Identify and develop customer experience improvements for a specific organisation
using relevant theory and practic
formal tone and style use the assignment brief along with the marketing criteria follow the tasks focus on the weighting of them use a logical and narrative flow through the work ou must use at least one creativity technique
covered in the module to generate ideas/solutions for at least one problem identified
before evaluating the different solutions for feasibility. Task 1 guidance
1. You are expected to demonstrate an understanding of the organisation’s target
market segment, supported by appropriate sources, and create a detailed
customer persona. Your persona should be a fictional, yet realistic, description
of a specific individual user to whom the reader can relate. The persona should
be thorough, including details about the persona’s needs, concerns and goals,
as well as background information such as age, gender, behaviours and
occupation.
3.2. Task 2 guidance
2. Your findings should be based on secondary data. Online sources such as
Mintel, Marketing Mentor, WARC and other electronic resources available
through the University’s Library website can help you with this. You may use up
to 20 recent customer reviews from websites such as TripAdvisor to better
understand the customer experience. You should also make use of
newspapers and industry-related magazines/trade journals.
3. If conditions permit, evidence of service experience may also be collected
from primary research in the form of site observations.
4. Ethics – If undertaking observations to address the first task, please adhere to
the following 6-point code of ethics.
a. You should observe either on your own or in pairs but not in large groups
(assuming you visit the site with your friends).
b. You can observe and take hand-written notes or type into your laptop/phone
discreetly (depending on your approach).
c. Each observation shouldn’t last more than 30 minutes.
d. Do not take site photographs or videos without the consent of the site
manager.
e. Do not take photographs of people.
f. Do not record personal information (i.e. names, contact details, age etc.) –
any information you record must not be attributable to a specific individual.
5. Your analysis MUST be supported by relevant services marketing, service and
UX design concepts / theories / models / techniques (such as the 7Ps
framework, SERVQUAL/RATER, Employee/Customer Roles, Customer
Journey Maps, Service Blueprints, Servicescape Model, Morville’s User
Experience Honeycomb, Elements and Principles of Visual Design, etc.) found
in key textbooks and peer reviewed journal articles. You should use your own
judgement regarding which theories or models to use.
6. Any subjective view without proper theoretical foundations may not be enough
to achieve the learning outcomes of this module.
BIRMINGHAM CITY BUSINESS SCHOOL
Assessment Brief (RE-SIT): MKT5048 Experience Design
Page 8
3.3 Task 3 guidance
7. You must use at least one creativity technique covered in class (such as mindmapping, Idea Flower, etc.) to generate solutions for each problem identified.
For instance, if you identify two problems with the service experience and you
plan to use mind mapping, then you would either have two separate mind maps
(one for each problem) or clearly demonstrate solutions for both problems in
one mind map.
8. You should also evaluate the solutions in order to identify the most feasible
idea. This could be done using suitable techniques such as the Six Thinking
Hats or the SAF model.
9. Your recommendations should also be supported with academic and/or
practitioner research.
3.4 Report Criteria guidance
10. You must make full and accurate use of the Harvard referencing style to
present all of your sources that support your claims.
11. All sources used in your analysis and recommendations must be listed at the
end of the report using Harvard Referencing style with sources listed
alphabetically.
12. Please note that the word limit for this report is 3,000 words with a 10% leeway.
13. You are also allowed up to six pages of appendices. Please note that
appendices should not contain any analysis but may be used to provide
supplementary information (such as Service Blueprints, RATER scales,
screenshots of digital platforms, any illustrations for recommendations, etc.) and
these should be clearly cross-referenced in the report. The 10% leeway rule
does not apply to appendices.
14. Text in tables is included in the word count.
15. Ensure your work is proofread, edited and written in a professional manner. Do not write in the first person, even if you are explaining findings from your own
observations. Your report must be written in formal Business English and
should not contain slang or inappropriate language. Ensure the report:
• Is free from formatting errors, spelling mistakes and grammatical errors
• Is structured clearly so that the reader can easily follow the flow of
information
• Uses relevant tools such as section headers, section numbering, lists,
bullets, etc. where appropriate to make it reader-friendly and support
structure
BIRMINGHAM CITY BUSINESS SCHOOL
Assessment Brief (RE-SIT): MKT5048 Experience Design
Page 9
16. Your report should be presented professionally, and include:
• A title page containing the company logo
• An executive summary (not included in the word count)
• A contents page
• An introduction outlining the purpose and structure of the report
• Numbered headers and sub-headers that align with the tasks
• Closing comments
• A reference list at the end of the report
• Appendices
