Students
MKTG8220 – Managing Customer Experience
2025 – Session 2, In person-scheduled-weekday, North Ryde
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor and Lecturer
Abas Mirzaei
Contact via Email
4ER, Room 214
Wednesdays 3-4pm
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
Admission to MMktg and MKTG6096
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| 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 |
|---|---|---|---|
| Professional Practice: CX Persona Empathy Map | 40% | No | 12/09/2025 |
| Professional Practice: CX Strategy | 30% | No | 17/10/2025 |
| Skills Development: CX in practice | 30% | No | 07/11/2025 |
Professional Practice: CX Persona Empathy Map
Assessment Type 1: Report
Indicative Time on Task 2: 25 hours
Due: 12/09/2025
Weighting: 40%
The purpose of this assessment is to demonstrate your skills in analysing customer information to derive actionable insights that enhance customer experience (CX), skills that are vital in the workplace for improving customer interactions and satisfaction.
You will engage in identifying customer personas and applying your analytical skills to effectively interpret customer insights.
Skills in focus:
- Communication
- Critical Thinking and Problem Solving
- Discipline Knowledge
Deliverable: Report [max. 2000 words] - Individual assessment
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.
Professional Practice: CX Strategy
Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: 17/10/2025
Weighting: 30%
The purpose of this assessment is for you to develop and present an integrated case study project that addresses complex customer experience (CX) challenges.
You will apply advanced research methods, utilising primary data collection methods and documenting and presenting your findings.
Skills in focus:
- Communication and Collaboration
- Work Readiness
- Critical Thinking and Problem Solving
Deliverable: presentation [max. 15 minutes] - Group assessment
On successful completion you will be able to:
- Analyse and evaluate how to create and manage successful customer experiences.
- Develop a customer experience strategy that integrates all elements of customer experience design.
- To work effectively in teams in developing customer experience solutions.
Skills Development: CX in practice
Assessment Type 1: Portfolio
Indicative Time on Task 2: 15 hours
Due: 07/11/2025
Weighting: 30%
The purpose of this assessment is for you to deepen your understanding of customer experience (CX) by engaging critically with unit materials and integrating theoretical insights with practical applications.
You will apply advanced CX concepts and frameworks to a series of structured activities throughout the semester, demonstrating your ability to evaluate, reflect, and communicate strategic CX solutions in diverse contexts.
Skills in focus:
- Communication
- Critical Thinking and Problem Solving
- Discipline Knowledge
Deliverable: Portfolio submission [max. 2000 words] - Individual assessment
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.
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
TEACHING AND LEARNING STRATEGY
• The unit is delivered in a seminar format. Students are expected to be active and engaged learners, contributing fully to seminar sessions.
• Learning activities include individual and group tasks that are to be completed during private study and in the seminars. Students need to read in advance of class, participate in ilearn/ in-class tasks, be prepared to work in small groups and discuss the materials assigned each week.
• The lecture notes, social media marketing cases, and other resources will be posted on iLearn at https://ilearn.mq.edu.au on a weekly basis. Students are required to check iLearn regularly for announcements/ updates.
CLASSES
- There are 2 hr weekly seminar sessions which consist of class activities and discussions.
- Pre-recorded lectures (1 hr) will be available on iLearn, on a weekly basis, prior to each seminar session.
- The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
- Attendance will be taken in class.
- Students are expected to arrive on time and not to leave until the class ends.
Technology Used and Required • Use of a PC or laptop is required to access internet/ online platforms, tools, and complete tasks on iLearn, and to access iLearn for course materials.
• Softwares required include: E.g., Zoom, Word processing, PowerPoint, video recorder & video/ media player, Acrobar Reader, etc.
Recommended textbook and other resources: Will be provided on iLearn.
Unit Schedule
Please refer to iLearn: iLearn.com.au
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 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/
Academic Success
Academic Success 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 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 2025.03 of the Handbook