CIM Diploma:

Customer Journey Optimisation

Level 6 Module| BA (Hons) Degree | 9/10 SQA
For marketing managers and marketers in operational and supervisory positions seeking to enhance their strategic and management skills.

Get ready to dive into this dynamic module that explores the strategic steps for leveraging customer data and insights! You'll learn how to optimize the customer journey, crafting seamless, customized experiences that boost satisfaction, advocacy, and loyalty—all while driving your business objectives forward. Throughout this journey, you'll achieve three key outcomes: first, you'll develop advanced knowledge and skills to create a customer journey map; next, you'll grasp the importance of gathering data to enhance those journeys; and finally, you'll gain the ability to analyse complex data to uncover patterns, trends, and insights that can elevate performance.
Format

Live (virtual)
Learning

Starting dates

January 2025

April 2025

June  2025

September 2025

Duration

4 x 2 hour
Live sessions

1 x Revision Session

Supplementary

10 credits

4 weeks

Course Lead

Veronica Swindale

Course fee

 £625 + VAT 

Excludes CIM fees*
See enrolment guide
for details

Aims of the Module


This module provides a strategic framework to understand how to evaluate the stages in the customer journey and identify a data-led approach to achieve seamless customised journeys delivering customer satisfaction, loyalty and advocacy.

The module will allow candidates to emerge equipped with a deeper comprehension of the customer journey and the methodologies necessary to optimise meaningful connections with their audiences.

Assessments Methods 

The module will be assessed by way of a 2-hour examination. 

Onscreen assessments utilising either Multiple Choice Testing or Scenario-driven short and extended answer response tests. The assessment is employer-driven, practitioner-based, relevant, and appropriate for business needs.

Entry requirements 

For marketing managers and marketers working in operational and supervisory roles, who are looking to progress their strategic and management skills. Equivalent level to an undergraduate degree.

You’ll need to have a minimum of two years’ experience working in the industry at an operational level or a relevant Level 4 qualification to study the Diploma in Professional Marketing.

How can it be used?

As a stand alone certificate to demonstrate your knowledge and expertise to Level 6 in this topic.

As an elective module in your Level 6 CIM Diploma in Professional & Digital Marketing. You can take up additional modules to complete the full qualification. 
All our learners gain access the the nesma learning hub and you own learning homepage. From here you can access all your courses, materials and activities, see your progress and work with other students. 

The platform provides broader benefits including skills passport, activity badges, and access to skills intelligence, offers and news!

Learning outcomes

The module comprises three learning outcomes each. Each learning outcome will be covered by the related
assessment criteria and will be assessed by way of a 2-hour examination.


Learning Objective 1
Learning Objective 2
Learning Objective 3

Understand the stages involved in creating an integrated customer journey map

__________________________________________________________________________________________________

Understand how the use of data and insight can determine how customer journeys can be improved

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Understand how metrics can be used to measure the success of improvements to the customer journey

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The 'nesma way'

What makes us different is our focus on giving you a great learning experience with more tutor engagement and personal focus ...we call it 'The nesma Way'!  

  • Personalised course selection and options support
  • Structured guidance from our exclusive tutors
  • Simply more contact time to ensure your success
  • Membership to an ever-growing learning community
  • A leading edge learning companion, content and online tools
  • Amazing pass rates and a great experience!
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Course leader

Veronica Swindale

As the inspiration behind nesma, I drive nesma forward, teach CIM programs, and create marketing skill sessions. With experience in sales, marketing, consultancy, training, and relationship management, I founded nesma for professional development.

I love my job because I take pride in seeing individuals and organisations confidently develop and implement successful marketing strategies after working with nesma.

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