Overview

This unit aims to combine an in-depth understanding and application of customer experience (CX) management and develops students’ abilities to design, deliver, and diagnose customer interactions with an organisation at key touchpoints, as well as develop strategies for improvement based on CX insight, theory, and industry best practice.

Requisites

Equivalent units
MKT70019 Branding and Creative Innovation
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Develop coherent and advanced knowledge and skills in managing end-to-end customer experiences
  • Apply data-driven methodologies, tools, and frameworks to develop strategies for evaluating and improving customer experiences to demonstrate the value of brands to organisations and to consumers
  • Critically analyse methods of understanding, visualising, and measuring customer experiences and challenges regarding customer experience management
  • Work effectively in a diverse team environment

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)

On C ampus 

Class (maybe also be delivered in block mode)

 2.00  12 weeks  24
Online
Lecture (asynchronous)		 1.00  12 weeks  12
Unspecified Learning Activities (Phasing out)
Independent Learning		 9.50  12 weeks  114
TOTAL     150

Assessment

Type Task Weighting ULO's
Assignment 1 Individual  10 - 20%  1,2,3 
Assignment 2 Individual  30 - 40%  1,2,3 
Assignment 3 Group  40 - 60%  1,2,3,4 

Content

  • Key concepts and principles of customer experience management
  • Customer data analysis and insight generation
  • Customer journey mapping and analysis
  • Customer experience strategy development
  • Customer experience metrics and improvement
  • Customer experience technologies and tools
  • Ethical considerations in customer experience management
  • Customer experience innovation and differentiation
  • Customer experience case studies and best practice

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.