MKTG 2010 Customer Experience Fundamentals
Credit Points 10
Legacy Code 201082
Coordinator Eddy Widjaja Opens in new window
Description Customer experiences occur when there is interaction between a company and their customers. Increasing digitisation of this interface has resulted in a shift of buyer expectations where communication is no longer a one-way process. The result being that this exchange comprises of the customer journey where internal factors such as attitudes, learning and emotions combined with external factors such as culture, social communities, and global networks influence decisions. This subject introduces the complexity of technology driven relationships where customers become co-creators of their own personalized experiences and how companies can be part of this. Students will learn the importance of creating positive customer experiences and how this adds value to organisation strategy.
School Business
Discipline Marketing
Student Contribution Band HECS Band 4 10cp
Check your fees via the Fees page.
Level Undergraduate Level 2 subject
Equivalent Subjects MKTG 1003 - Consumer Behaviour
Learning Outcomes
On successful completion of this subject, students should be able to:
- Examine the interactions between a company, their partners and customers on the quality of customer experiences and the customer journey.
- Apply theoretical concepts, models and frameworks to address a real-world customer experience demonstrating an understanding consumer behaviour
- Analyse the influence of brand and social communities especially within the digital space
- Identify social, economic and environmentally responsible customer behaviour
- Describe how global customer experiences influence local customer decisions
Subject Content
- The Customer Experience journey
- Customer Decision Making
- Internal consumer behaviour theories including learning, attitudes, memory, emotions, perception and motivation
- External consumer behaviour theories including culture, subculture, social stratification and reference groups
- Social Media and influencers
- Brand Communities
- Social Wellbeing
- Global Customer Experience
Assessment
The following table summarises the standard assessment tasks for this subject. Please note this is a guide only. Assessment tasks are regularly updated, where there is a difference your Learning Guide takes precedence.
Type | Length | Percent | Threshold | Individual/Group Task | Mandatory |
---|---|---|---|---|---|
Applied Project | 3500 words equivalency | 30 | N | Group | Y |
Report | 2500 words | 40 | N | Individual | Y |
Quiz | 1 hour | 30 | N | Individual | Y |
WSU Online
The following table summarises the standard assessment tasks for this subject. Please note this is a guide only. Assessment tasks are regularly updated, where there is a difference your Learning Guide takes precedence.
Type | Length | Percent | Threshold | Individual/Group Task | Mandatory |
---|---|---|---|---|---|
Applied Project | 2,000 word equivalency | 30 | N | Individual | Y |
Report | 2,500 words | 40 | N | Individual | Y |
Quiz | 1 hour | 30 | N | Individual | Y |
Teaching Periods
Autumn (2024)
Campbelltown
On-site
Subject Contact Tendai Chikweche Opens in new window
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Parramatta City - Macquarie St
On-site
Subject Contact Tendai Chikweche Opens in new window
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Sydney City Campus - Term 1 (2024)
Sydney City
On-site
Subject Contact Eddy Widjaja Opens in new window
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WSU Online TRI-2 (2024)
Wsu Online
Online
Subject Contact Eddy Widjaja Opens in new window
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Sydney City Campus - Term 3 (2024)
Sydney City
On-site
Subject Contact Eddy Widjaja Opens in new window
View timetable Opens in new window
WSU Online TRI-1 (2025)
Wsu Online
Online
Subject Contact Lisa Rohanek Opens in new window
View timetable Opens in new window
Autumn (2025)
Campbelltown
On-site
Subject Contact Tendai Chikweche Opens in new window
View timetable Opens in new window
Parramatta City - Macquarie St
On-site
Subject Contact Tendai Chikweche Opens in new window
View timetable Opens in new window
WSU Online TRI-3 (2025)
Wsu Online
Online
Subject Contact Lisa Rohanek Opens in new window
View timetable Opens in new window
Sydney City Campus - Term 3 (2025)
Sydney City
On-site
Subject Contact Eddy Widjaja Opens in new window