Customer Experience Bootcamp

Part of the ModularMaster in Strategic Digital Marketing programme

Good customer experience can bring good business value. Nowadays, Customer Experience (CX) is getting more and more attention, marketing through CX strategy has become one of the top skills that marketers must master. CX Research can help you better understand customers as well as introduce products and services; thus improve customer loyalty.

Marketing is the heart of a business and CX is the king of products and/or services. Companies that focus on customer experience reduce churn and increase revenues, leading to higher profits.

To learn how to apply CX management skills to marketing—especially for localised service and marketing—will greatly help marketers locate customers more accurately, improve customer journey and expand business more effectively.

Plan your learning path

This course can be taken as a module on its own or as part of the Graduate Certificate in Social Media Marketing stack and participants will earn 12 subject credits which can also be used towards completing the ModularMaster in Strategic Digital Marketing.

Course Details

Course Dates:
Registration closed


Who Should Attend

Marketers, sales, CX researchers, CX designers, executives, managers, business leaders, and business owners who desire to improve themselves in the area of Customer Experience.

Individuals who are looking for ways to understand the market and customers deeper, find new opportunities for career development, or want to develop a new business, and those who want to learn some creative methods to overcome bottleneck and boost productivity for their business.

Programme Outline

Learning Objectives and Structure
  1. Master the flow of CX research and evaluation
  2. Evaluate and select a method to conduct CX research for a business scenario
  3. Gain insights to customer needs
  4. Be equipped with using one CX analysis tool to analyse the ecommerce platform

Programme Structure: Participants will go through 4 days of training. Class will reconvene on the 5th day for a presentation as part of the course assessment.

Day 1
  • CX Skills for Marketers
  • Understanding why marketers need to master CX knowledge
  • Understanding the framework of CX research for marketers
Day 2
  • Concept of Customer Experience Research
  • Importance of conducting CX research: Online survey
  • Typical methods in conducting CX research: Customer interview
  • Typical methods in conducting CX research: Contextual inquiry
  • Typical methods in conducting CX research: Marketing workshop
  • Typical methods in conducting CX research: Competitor analysis
  • Conceptualising ideas for marketing
Day 3
  • Understanding concept of CX Evaluation & Usability Testing
  • Understanding the importance of CX Evaluation & Usability Testing for marketers
  • Master a Skill of conducting CX evaluation: Usability Test
  • Master a Skill of conducting CX evaluation: Heuristics evaluation
  • Master a Skill of conducting CX evaluation: Cognitive walkthrough
  • Overview on conducting an CX evaluation: Eye tracking, Interaction Heat map, Biometrics and Brainwaves, CX audit
Day 4
  • Understanding the concepts and elements of ecommerce CX
  • Understanding bad ecommerce CX vs good ecommerce CX, cases, why
  • Understanding ecommerce CX strategies
  • Global Ecommerce environment
  • Learn Ecommerce analytics tools
  • Learn popular ecommerce digital marketing methods
Day 5
  • Project Presentation

Course Fees and Funding

Full course fee inclusive of prevailing GST

You pay

SkillsFuture Course Fee subsidy (70%)

  • For Singapore Citizens < 40 years old 
  • For Permanent Residents

You pay

Mid-Career Enhanced Subsidy (90%)

  • For Singapore Citizens ≥ 40 years old

You pay

Enhanced Training Support for SMEs (90%)

  • For SME - Sponsored employees

You pay

The above module fee payable is inclusive of 9% GST. 


Dr Qiu Yuanfu
Adjunct Senior Fellow, SUTD Academy
Founder, USER Experience Researchers Pte Ltd

Dr Qiu Yuanfu is SUTD Academy Adjunct Senior Fellow and founder of USER Experience Researchers Pte Ltd, a leading UX design service company in Asia focusing on user experience. He has over 18 years’ experience in responsive web design, ecommerce, mobile apps design innovation, user experience design and research in world leading MNC and local companies.

He graduated as the first PhD in Singapore in user experience program from Nanyang Technological University Singapore, supervised by Prof Martin Helander and Chui Yong Ping, the worldwide UX pioneer and leader. He has a Master in Industrial Engineering, and Bachelor in Mechanical Engineering from Zhejiang University, China.

He was professionally trained in interaction design, computer science and management science. He has published more than 30 papers in international conferences and journals, including the Best Paper awards in APCHI, IEEE CIS International Conferences. He was a reviewer of UPA, CHI, and HFES conferences, the president of Usability Professionals’ Association (UPA) Singapore, a member of Human Factors and Ergonomics Society (HFES), CHI and IEEE Society, advisory board member for SIM university Human factors program.

Read more.


Policies and Financing Options

SSG Funding Terms and Conditions

Use of Personal Details

In consideration of the subsidy provided by SkillsFuture Singapore Agency (“SSG”) through the SUTD Academy for the Course,

I consent to:

The collection, use and disclosure to relevant third parties of my personal data by the SUTD Academy including but not limited to personal particulars, attendance records, assessment/performance records, for the following purposes:

  1. Reporting of national statistics and conducting of holistic continuing education training research and analysis;

  2. Facilitate the conduct of the relevant surveys and audits in relation to the Course;

  3. General administration of the Course including but not limited to processing of the subsidy provided by SSG;

  4. Publicity and marketing of the Course or other Courses to be provided by SSG or SUTD Academy; and

  5. SSG or its Appointed Auditors or Nominated Representatives to directly contact Course Participant to obtain information deemed necessary for the purposes of conducting effectiveness survey or audits in relation to the Course.

I agree to:

  1. Attend and complete all lectures, class exercises, workshops and assessments;

  2. Complete the Course feedback at the end of the Course;

  3. Complete the post Course survey sent about 3 to 6 months after class attendance; and

  4. Sign up for a personal email account.

SUTD Privacy Statement

For more information on SUTD's privacy statement, please visit

SUTD Terms and Conditions

Methods of Payment

Learn more about the available payment modes.

Cancellation & Refund Policy

  1. If a written notification is sent to within 24 hours after course registration deadline there will be no cancellation charges. A full refund will be made. 

  2. No refund is provided if written notification is more than 24 hours after course registration deadline. SUTD Academy reserves the rights to collect the full fee amount from the participant.

Replacement Policy

Companies may replace participants who have signed up for the course by giving a 3-working day notice before the course commencement date to Terms and conditions apply.

Registration Policy

  1. Course may be cancelled due to insufficient participants. SUTD Academy will not be responsible or liable in any way for any claims, damages, losses, expenses, costs or liabilities whatsoever (including, without limitation, any direct or indirect damages for loss of profits, business interruption or loss of information) resulting or arising directly or indirectly from any course cancellation.

  2. Course enrolment is based on a first-come, first-served basis.

  3. SUTD Academy reserves the right to change or cancel any course or instructor due to unforeseen circumstances. 

Types of Funding

Funding under Mid-Career Enhanced Subsidy ("MCES")

  1. MCES is an enhanced Subsidy to encourage mid-career individuals to upskill and reskill, thereby helping them to remain competitive and resilient in the job market. With this, all Singaporeans aged 40 and above will receive higher subsidies of up to 90% course fee subsidy for SSG-funded certifiable courses.

  2. Individuals/employers are not required to submit an application for the MCES. Those pursuing SSG-funded programmes will be charged the appropriate subsidised fees by SUTD Academy if they are eligible MCES. Individuals/employers will only need to pay the nett fee (full course fee after SSG's grant).

    For more info, please visit SkillsFuture website at

Funding under Enhanced Training Support for SMEs ("ETSS")

  1. ETSS is an enhanced funding to enable SMEs to send their employees for training.

  2. SMEs will enjoy subsidies of up to 90% of the course fees when they sponsor their employees for SSG-funded certifiable courses.

  3. In addition to higher course fee funding, SMEs can also claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. SMEs may apply for the absentee payroll via the SkillsConnect system.

  4. To qualify, SMEs must meet all of the following criteria:
    - Organisation must be registered or incorporated in Singapore
    - Employment size of not more than 200 or with annual sales turnover of not more than $100 million
    - Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
    - Trainees must be Singapore Citizens or Singapore Permanent Residents

    For more info, please visit SSG website at

Funding under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray their cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more info, please visit

Funding under Post-Secondary Education Account ("PSEA")

The Post-Secondary Education Account (PSEA) is part of the Post-Secondary Education Scheme to help pay for the post-secondary education of Singaporeans.

This is part of the Government’s efforts to encourage every Singaporean to complete their post-secondary education. It also underscores the Government’s commitment to support families in investing in the future education of their children and to prepare them for the economy of the future. PSEA is not a bank account.

It is administered by the Ministry of Education (MOE) and is opened automatically for all eligible Singaporeans.

Account holders can use their PSEA funds to pay for their own or their siblings’ approved fees and charges for approved programs conducted by approved institutions.

However, you will have to check your eligibility and balance by contacting MOE first.

Contact MOE at (65) 6260 0777

E-mail to MOE at

Click here for MOE website.