Students

MMBA8027 – Managing Customer Experience

2022 – Term 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Sessional Lecturer - Industry Practitioner
Karen Ganschow
karen.ganschow@mq.edu.au
Contact via 0411100019
Tuesday 18:00 to 20:00
Credit points Credit points
10
Prerequisites Prerequisites
Admission to MBA and (MMBA8020 or MGSM820)
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

For marketers, understanding how buyers and consumers behave is an integral part of identifying their needs, and developing effective marketing strategies. Organisations need to recognise that customer retention, growth, and profitability rely heavily on the quality of customers’ interactions with the organisation. In order to become truly customer-centric, marketing managers need to develop an outside-in perspective across the entire organisation to maximise customer experience.
This unit develops students knowledge of integrated strategic approaches to customer experience management. The unit will focus on developing students knowledge about how to tackle the customer experience strategy challenge and create insights into how marketing managers can maximise their organisations ability to foster customer experience.

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: Appraise the customer experience strategy challenge.
  • ULO3: Generate marketing insights to optimise the organisation's ability to foster customer experience.
  • ULO4: Develop a customer experience strategy that integrates all elements of customer experience design.
  • ULO5: Work effectively in teams to develop customer experience solutions.

General Assessment Information

Late submissions of assessments Unless a Special Consideration request has been submitted and approved, no extensions will be granted. There will be a deduction of 10% of the total available assessment-task marks made from the total awarded mark for each 24-hour period or part thereof that the submission is late. Late submissions will only be accepted up to 96 hours after the due date and time.

No late submissions will be accepted for timed assessments – e.g., quizzes, online tests.

Table 1: Penalty calculation based on submission time

Submission time after the due date (including weekends)

Penalty (% of available assessment task mark)

Example: for a non-timed assessment task marked out of 30

< 24 hours

10%

10% x 30 marks = 3-mark deduction

24-48 hours

20%

20% x 30 marks = 6-mark deduction

48-72 hours

30%

30% x 30 marks = 9-mark deduction

72-96 hours

40%

40% x 30 marks = 12-mark deduction

> 96 hours

100%

Assignment won’t be accepted

 

Special Consideration To request an extension on the due date/time for a timed or non-timed assessment task, you must submit a Special Consideration application. An application for Special Consideration does not guarantee approval.

The approved extension date for a student becomes the new due date for that student. The late submission penalties above then apply as of the new due date.

Delivery and Resources Section:

·         Provide details of modes of delivery for your units, e.g., lecture+tutorial on weekly basis, flipped classroom, purely online delivery, case study approach, intensive mode of delivery, etc.

·         Lists all required texts.

·         Recommended readings (optional)

·         Specify any webpage(s) used in the delivery. (If there’s any excluding iLearn).

·         Specify any technology used and required (If there’s any).

Assessment Tasks

Name Weighting Hurdle Due
Practice-based activities 20% No Week 3 and 5
Case Study 40% No Week 7
Applied Project 40% No Week 10

Practice-based activities

Assessment Type 1: Participatory task
Indicative Time on Task 2: 10 hours
Due: Week 3 and 5
Weighting: 20%

 

In-class and online activities will include a mini case class discussion, in-class scenario and problem solving and a multiple choice test.

 
On successful completion you will be able to:
  • Analyse and evaluate how to create and manage successful customer experiences.
  • Appraise the customer experience strategy challenge.

Case Study

Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 20 hours
Due: Week 7
Weighting: 40%

 

The case study analysis will assess students’ ability to analyse a case, marshal their thoughts and ideas, and communicate them in written form (2,500 words). The aim is to apply theory to solve the case and defend solutions to the case questions.

 
On successful completion you will be able to:
  • Analyse and evaluate how to create and manage successful customer experiences.
  • Appraise the customer experience strategy challenge.

Applied Project

Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 10
Weighting: 40%

 

Students will work in groups to develop a strategy to manage customer experience. Groups will present their projects, and students will each submit a 2,500 word written report.

 
On successful completion you will be able to:
  • Generate marketing insights to optimise the organisation's ability to foster customer experience.
  • Develop a customer experience strategy that integrates all elements of customer experience design.
  • Work effectively in teams to develop customer experience solutions.

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

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. 

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via AskMQ, or contact Service Connect.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Unit information based on version 2022.04 of the Handbook