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MKTO8220 – Managing Customer Experience

2024 – Term 2, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Senior Lecturer
Abas Mirzaei
abas.mirzaei@mq.edu.au
Contact via By email
4ER, Room 214
Wednesday 6-7pm
Credit points Credit points
10
Prerequisites Prerequisites
Admission to GradCertDigMktg
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

For marketers, identifying customers' experiential needs and understanding their behaviour is critical for developing successful marketing strategies. Organisations need to recognise that customer retention, growth, and profitability rely heavily on the quality of customers’ interactions with the organisation across all touchpoints. To become truly customer-centric, marketing practitioners need to develop an outside-in perspective across the entire customer journey to maximise customer experience (CX). This unit develops students' knowledge of integrated strategic approaches to customer experience management (CXM), focusing on tackling the CX strategy challenge and creating insights into how marketing practitioners can maximise their organisations' ability to foster CX. This unit helps students apply CX knowledge, such as customer empathy, journey mapping, and customer‐centric design, to make informed strategic CXM decisions for all stakeholders.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Analyse and evaluate how to create and manage successful customer experiences.
  • ULO2: Generate consumer insights to optimise the organisations' ability to foster customer experience.
  • ULO3: Develop a customer experience strategy that integrates all elements of customer experience design.

Assessment Tasks

Name Weighting Hurdle Due
Assessment 1: Weekly topics 20% No Week 3 Modules 1-3 Week 6 Modules 4-6 Week 10 Modules 7-10
Assessment 2: CX analysis report 30% No Week 5
Assessment 3: Strategic CX 50% No Week 10

Assessment 1: Weekly topics

Assessment Type 1: Participatory task
Indicative Time on Task 2: 10 hours
Due: Week 3 Modules 1-3 Week 6 Modules 4-6 Week 10 Modules 7-10
Weighting: 20%

 

Students will be asked to engage in module-related weekly activities. These activities are all out of 2 marks contributing 20% of the assessments.

 
On successful completion you will be able to:
  • Analyse and evaluate how to create and manage successful customer experiences.
  • Generate consumer insights to optimise the organisations' ability to foster customer experience.
  • Develop a customer experience strategy that integrates all elements of customer experience design.

Assessment 2: CX analysis report

Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 5
Weighting: 30%

 

In this assessment, students will submit a 1500-word report demonstrating their cognitive knowledge of the skills required to formulate appropriate approaches in deriving actionable insights by analysing customer data to foster CX. The skills gained in this assessment will assist students in deriving insights for developing CX plans. This assessment comprises four steps centered around customer persona identification, employing primary data collection methods such as interviews and focus groups.

 
On successful completion you will be able to:
  • Analyse and evaluate how to create and manage successful customer experiences.
  • Generate consumer insights to optimise the organisations' ability to foster customer experience.

Assessment 3: Strategic CX

Assessment Type 1: Project
Indicative Time on Task 2: 25 hours
Due: Week 10
Weighting: 50%

 

In this assessment, students will develop a CX solution report. This report will encompass several aspects of customer experience management such as customer journey mapping. The skills gained in this assessment will assist students in developing effective CX solutions, removing the pain points, and creating competitive gain points throughout the customer journey. This assessment will comprise of a presentation (8 minutes; 30%) and a summary report (1000 words; 20%). All submissions are individual.

 
On successful completion you will be able to:
  • Develop a customer experience strategy that integrates all elements of customer experience design.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Please refer to iLearn for details

Unit Schedule

Please refer to iLearn for details

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

The Library provides online and face to face support to help you find and use relevant information resources. 

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IT Help

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Unit information based on version 2024.02 of the Handbook