Students

MKTG8220 – Managing Customer Experience

2024 – Session 2, In person-scheduled-weekday, North Ryde

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor and Lecturer
Abas Mirzaei
abas.mirzaei@mq.edu.au
Contact via Email
4ER, Room 214
Wednesdays 4pm to 5pm
Credit points Credit points
10
Prerequisites Prerequisites
Admission to MMktg and MKTG6096
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: Appraise the customer experience strategy challenge.
  • ULO3: Generate marketing insights to optimise the organisations' ability to foster customer experience.
  • ULO4: Develop a customer experience strategy that integrates all elements of customer experience design.
  • ULO5: To work effectively in teams in developing 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
Assessment 1: Weekly topics 20% No Week 2 to week 13
Assessment 2: CX analysis report 30% No Week 7
Assessment 3: Strategic CX 50% No Week 12/13

Assessment 1: Weekly topics

Assessment Type 1: Participatory task
Indicative Time on Task 2: 10 hours
Due: Week 2 to week 13
Weighting: 20%

 

Students will be given the opportunity to complete weekly activities including discussion and practice-based tasks, short concept quizzes and online discussion forum posts where they will apply theoretical and practical knowledge.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.
  • Appraise the customer experience strategy challenge.
  • Generate marketing insights to optimise the organisations' ability to foster customer experience.

Assessment 2: CX analysis report

Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 7
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.

 
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.
  • Develop a customer experience strategy that integrates all elements of customer experience design.

Assessment 3: Strategic CX

Assessment Type 1: Project
Indicative Time on Task 2: 30 hours
Due: Week 12/13
Weighting: 50%

 

In this assessment, students will develop and present a case study project. This project will encompass eight topics. Students will engage in all the topics, employing primary data collection methods such as interviews and focus groups and answer all the questions in a document that they will submit. This assessment will comprise of a group presentation (8 minutes; 30%) and an individual summary report (1000 words; 20%).

 
On successful completion you will be able to:
  • Generate marketing insights to optimise the organisations' ability to foster customer experience.
  • Develop a customer experience strategy that integrates all elements of customer experience design.
  • To work effectively in teams in developing 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

Delivery and Resources

Delivery and Resources

Delivery:

This course will be delivered in face-to-face mode.

There will be 1-hour online pre-recorded lecture on a weekly basis, plus a 2-hour face-to-face weekly workshop on campus. 

Unit resources:

Please check the unit's iLearn page

Technology used and required

Students are required to learn how to use MS PowerPoint, word processing, and learning management systems (iLearn).

Unit webpage

Please note that the unit's logon iLearn address can be found here: http://ilearn.mq.edu.au

Satisfactory completion of unit:

To pass this unit students need an aggregate mark of 50 or more.

Unit Schedule

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:

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 connect.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 the Service Connect Portal, 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 2024.05 of the Handbook