MKTG 2010 Customer Experience Fundamentals

Credit Points 10

Coordinator Francine Garlin 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 unit 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

Student Contribution Band HECS Band 4 10cp

Check your HECS Band contribution amount 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:
  1. Examine the interactions between a company, their partners and customers on the quality of customer experiences and the customer journey.
  2. Apply theoretical concepts, models and frameworks to address a real-world customer experience demonstrating an understanding consumer behaviour
  3. Analyse the influence of brand and social communities especially within the digital space
  4. Identify social, economic and environmentally responsible customer behaviour
  5. 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

Teaching Periods

2022 Semester 1

Bankstown

Day

Subject Contact Francine Garlin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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Campbelltown

Day

Subject Contact Francine Garlin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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Parramatta City - Macquarie St

Day

Subject Contact Francine Garlin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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2022 Trimester 2

Wsu Online

Online

Subject Contact Francine Garlin Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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