Students
MMBA8027 – Managing Customer Experience
2023 – Term 3, In person-scheduled-weekday, North Ryde
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Karen Ganschow
Lars Groeger
|
|---|---|
| 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. |
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 Assessment Submission Penalty (written assessments) Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.
For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Practice-based activities | 20% | No | Week 3 @ 18:00 |
| Applied Project | 40% | No | Week 10 @ 18:00 |
| Case Study | 40% | No | Week 7 @ 18:00 |
Practice-based activities
Assessment Type 1: Participatory task
Indicative Time on Task 2: 10 hours
Due: Week 3 @ 18:00
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.
Applied Project
Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 10 @ 18:00
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.
Case Study
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 20 hours
Due: Week 7 @ 18:00
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.
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
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:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Assessment Procedure
- Complaints Resolution Procedure for Students and Members of the Public
- Special Consideration Policy
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.
- Workshops
- Chat with a WriteWISE peer writing leader
- Access StudyWISE
- Upload an assignment to Studiosity
- Complete the Academic Integrity Module
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:
- IT Support
- Accessibility and disability support with study
- Mental health support
- Safety support to respond to bullying, harassment, sexual harassment and sexual assault
- Social support including information about finances, tenancy and legal issues
- Student Advocacy provides independent advice on MQ policies, procedures, and processes
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 2023.03 of the Handbook