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MKT5001 Service Experience

Block 2, 2023 Online
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 MKT5001 if MKT5000 has been previously completed.

Overview

With the world’s rapid technological advancements and increasing customer expectations, it’s virtually impossible for any product or service to be successful today without the consideration of its users’ experience with that product or service. Brands must be cognisant of their user’s customer experience (CX) — referring to the thoughts, emotions, frustrations, and ease that people have with each interaction of a product or service. Establishing a customer-centric or strong CX approach requires more than just designing an exceptional product.

In this introductory course you will gain practical skills to identify, evaluate and shape consumer needs to develop breathtaking customer experiences, including recognition of cultural background. Using real-life examples and critical and reflective thinking you will explore in-depth customer experience analysis, optimisation and strategy, UX design and customer journey mapping to create unique experiences that can be immediately applied in the workplace.

Course learning outcomes

On completion of this course students should be able to:

  1. work independently and collaboratively to research, examine, and evaluate ideas from a variety of scholarly and credible sources to influence and inform the adoption of a customer experience focus that will enhance an organisation’s performance;
  2. analyse and apply knowledge of technology on the processes associated with taking a customer experience focus in business;
  3. engage in critical and reflective thinking to develop an ethical and professional approach to the implementation of culturally sensitive customer experience strategies in business;
  4. communicate professionally to both internal and external stakeholders the value of adopting a customer focus across the functions of the business.

Topics

Description Weighting(%)
1. What is customer experience and why it is important? 20.00
2. Customer experience and the customer journey 20.00
3. Technology enabled customer experiences 30.00
4. Employee enabled customer experiences 30.00

Text and materials required to be purchased or accessed

There are no texts or materials required for this course.

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

Approach Type Description Group
Assessment
Weighting (%) Course learning outcomes
Assignments Written Workbook 1 No 20 1,2
Assignments Written Workbook 2 No 30 2,3
Assignments Written Report Yes 50 1,3,4
Date printed 9 February 2024