Module details for Making your customer interactions digital




The aim of this module is to help students understand how technology is influencing companies’ customer interactions.

Learning Outcomes

By the end of this module the student should be able to:

1.  Assess the range of issues relating to customer facing digital processes

Indicative Content

1 Digital Adaptability

Products and services suitable for digital business: customer perspective vs company perspective.

2 Reach versus Information Richness

Assessing a trade-off between customer reach and richness of information.

3 e-CRM

Supporting Customer Relationship Management with digital tools.

4 Digital Targeting Strategy

Managing the process of segmenting and targeting within digital platforms.

5 Artificial Intelligence

Applications of artificial intelligence (AI) for customer interactions.

6 Mass customisation

Using data and digital capabilities to customise customer interactions.

7 Community Management

Interaction with the community of users: benefits and risks.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 2
Tutorial/Seminar 4
Practical Activity 3
Assessment 12
Independent 29
Total 50

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.