Customer Experience Management (MKTG90007)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability
Semester 1
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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: 10 January 2025

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 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5
MKTG90008 Consumers and Consumption
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5
MKTG90011 Marketing Research
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5
MKTG90026 Marketing Metrics
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
 12.5
MKTG90037 Managing for Value Creation
Summer Term (Dual-Delivery - Parkville)
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - 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: 10 January 2025

Assessment

DescriptionTimingPercentage

Individual presentation

  • 10 minutes
Throughout the semester10%

Mid-semester test

  • 1 hours
Week 715%

Group assignment (groups of 4)

  • 4000 words
Week 1025%

End of semester exam

  • 2 hours
During the examination period50%

Last updated: 10 January 2025

Dates & times

  • Semester 1
    Principal coordinatorLiliana Bove
    Mode of deliveryOn Campus (Parkville)
    Contact hours36hrs (one 3-hour seminar per week)
    Total time commitment170 hours
    Teaching period27 February 2023 to 28 May 2023
    Last self-enrol date10 March 2023
    Census date31 March 2023
    Last date to withdraw without fail 5 May 2023
    Assessment period ends23 June 2023

    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

What do these dates mean

Visit this webpage to find out about these key dates, including how they impact on:

  • Your tuition fees, academic transcript and statements.
  • And for Commonwealth Supported students, your:
       -  Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
     

    Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.

Last updated: 10 January 2025

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:

    TypeName
    CourseGraduate Diploma in Veterinary Professional Leadership and Management
    CourseMaster of Digital Marketing
    CourseMaster 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.

    Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants

    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: 10 January 2025