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Customer Experience Management (MKTG90007)
Graduate courseworkPoints: 12.5Online
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Semester One contact information
Email: lbove@unimelb.edu.au
Overview
Availability | Semester 1 - Online |
---|---|
Fees | Look up fees |
Most business leaders understand that regardless of the industry, delivering a relevant and reliable customer experience is critical to overall business performance. This subject will focus on what an organisation can do to support or deliver customer experiences for enhanced brand loyalty and organisational success.
Topics will focus on managing the human, digital and/or physical touchpoints which make up each stage of the customer journey - pre-purchase, purchase and post-purchase- including the quality and value (e.g., cognitive, emotional, sensorial, social, etc ) the touchpoints provide.
Subject matter will also encompass how a business can manage the contextual factors that impact the customer experience such as servicescapes; the behaviour of front-line staff and other customers; including the customer’s own ability and desire to co-create value. Finally, the principles and theories behind how a business can bounce back and effectively recover when experiences go wrong will be provided.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Understand customer experience management (CXM) and its importance to business success
- Learn how to cultivate a customer-centric culture
- Map and evaluate customer journeys, uncovering pain points
- Measure and manage metrics for desired customer experience
- Identify and manage contextual influences on customer experience, including the servicescape, and the behaviour of service employees and other customers
- Manage effective recovery following a poor experience
Generic skills
- Interpretative and analytical skills, through the application of the conceptual and theoretical frameworks presented in seminars to the 'real world' assignment
- The ability to critically evaluate a service business based upon the theories and frameworks presented in seminars
- The ability to synthesise and interpret data and other information sources
- The ability to work in a team through the group assignment
- Oral and written communication skills, through seminar discussions, presentations and written report
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
Note: the following subject/s can also be taken concurrently (at the same time)
One of
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG90004 | Marketing Management |
Semester 2 (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
Summer Term (Online)
|
12.5 |
MKTG90008 | Consumers and Consumption |
Semester 1 (Online)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
MKTG90011 | Marketing Research |
Semester 2 (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
|
12.5 |
MKTG90026 | Marketing Metrics |
Semester 2 (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
|
12.5 |
MKTG90037 | Managing for Value Creation |
Summer Term (Online)
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Corequisites
None
Non-allowed subjects
None
Recommended background knowledge
Basic marketing
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Individual presentation
| Throughout the semester | 10% |
Mid-semester test
| Week 7 | 15% |
Group assignment (groups of 4)
| Week 10 | 25% |
End of semester exam
| During the examination period | 50% |
Additional details
Important online examination information: This examination is the equivalent of a 2-hour assessment; however, students are provided with 3-hours to accommodate the time that will be required for typesetting of mathematical expressions and the uploading of documents.
Last updated: 9 April 2024
Dates & times
- Semester 1 - Online
Principal coordinator Liliana Bove Mode of delivery Online Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 1 March 2021 to 30 May 2021 Last self-enrol date 12 March 2021 Census date 31 March 2021 Last date to withdraw without fail 7 May 2021 Assessment period ends 25 June 2021 Semester 1 contact information
Semester One contact information
Email: lbove@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing Course Graduate Diploma in Veterinary Professional Leadership and Management Course Master of Management (Marketing) - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 9 April 2024