| Semester 2, 2023 Springfield On-campus | |
| Units : | 1 |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
Requisites
Enrolment is not permitted in MKT1100 if MKT1001 has been previously completed (except for Marketing Major students they need to complete MKT1100 and MKT1001).
Overview
With the business world rapidly changing and an increased focus on globalisation, automation and collaboration, it is no longer simply a great product that gives you a competitive advantage. Businesses are increasingly looking for innovative, memorable and delightful customer experiences to set themselves apart.
This introductory course will help you to gain practical skills to identify, evaluate and shape consumer needs and develop breathtaking customer experiences. Using real-life examples, we will explore in-depth customer experience analysis, optimisation and strategy, consider the user experience in design, and customer journey mapping to create unique experiences that can be immediately applied in any workplace.
Course learning outcomes
On completion of this course students should be able to:
- discuss how the adoption of a experience focus can enhance an organisation鈥檚 performance;
- evaluate the impact of technology on the processes associated with taking a customer experience focus on business;
- apply critical thinking to develop an ethical and professional approach to the implementation of customer experience strategies in business;
- communicate the value of adopting a customer focus across the functions of the business in a professional manner.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | What is customer experience and why is it important? | 25.00 |
| 2. | Customer experience and the customer journey | 25.00 |
| 3. | Technology-enabled customer experience | 25.00 |
| 4. | Employee enabled customer experience | 25.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Workbook 1 | No | 10 | 2 |
| Workbook 2 | No | 40 | 1,2,3 |
| Case 精东传媒app | Yes | 50 | 1,2,3,4 |