Credit Points 10

Legacy Code 201022

Coordinator Lynne Freeman Opens in new window

Description Customer experiences occur when there is interaction between a company and their customers for the duration of their relationship. It comprises the customer journey, the consumer-brand 'touchpoints' and the environment in which these experiences happen. Increasing digitisation of the organisation-customer interface has resulted in a shift of buyer expectations where it is easier to compare market offerings and where communication is no longer a one way interaction. This subject considers the complexity of the technology driven relationship where customers become co-creators of their own personalized experiences and how companies can be part of this.

School Business

Discipline Marketing

Student Contribution Band HECS Band 4 10cp

Level Postgraduate Coursework Level 7 subject

Equivalent Subjects MKTG 7004 - Buyer Behaviour

Restrictions

Students must be enrolled in a postgraduate Business program or 3749 - Master of Science.

Assumed Knowledge

An understanding of marketing theory and relevant principles is assumed.