Course Title: Customer Experience Design

Part A: Course Overview

Course Title: Customer Experience Design

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1373

City Campus

Postgraduate

625H Economics, Finance and Marketing

Face-to-Face

Sem 2 2016

Course Coordinator: Bernardo Figueiredo

Course Coordinator Phone: +61 3 9925 5866

Course Coordinator Email: bernardo.figueiredo@rmit.edu.au

Course Coordinator Location: Building 80, Level 11


Pre-requisite Courses and Assumed Knowledge and Capabilities

MKTG1100


Course Description

This is a course that integrates knowledge and skills from various disciplines such as branding, design thinking, consumer behavior, services marketing,market research and strategy. A new generation of businesses has a fresh trick up their sleeve: they are focusing on the customer experience in both their product/service design and business model. These leading companies combine top-down, strategy-driven assessments and bottom-up, data driven insights to gain competitive advantage through customer experience. This course offers the necessary knowledge and skills to allow you to create and implement meaningful experiences. 


Objectives/Learning Outcomes/Capability Development

.


On successful completion of this program you will be able to:

CLO1: Analyse how the sociocultural context and customer insights impact the design, development, and maintenance of effective customer experiences;

CLO2: Create and implement a CX strategy that integrates all elements of customer experience design, including sensorial, emotional, relational and sociocultural elements to allow for sustainable competitive advantage.

CLO3: Draw on appropriate data sources through primary and secondary research to create solutions that supports sustainable business strategies.

CLO4: Apply conceptual and practical knowledge on customer experience to create meaningful experiences. 

CLO5: Write about, discuss and present on consumer marketing phenomena within the conventions of academic standards at a master’s’ degrees level.


Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and at home activities comprising individual and group work. These may include cases, books and other prescribed readings; creative and problem solving activities, sourcing, researching and analyzing specific information; conducting presentations; producing written work and collaborating with peers on set tasks or projects and attending presentations of relevant industry speakers.


Overview of Learning Resources

The course is supported online using Blackboard through myRMIT. This gives access to important announcements, staff contact details, the teaching schedule and content, assessment timelines and a variety of important learning materials.


Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 50%
Linked CLOs: 1, 2, 3, 4, 5

Assessment Task 2: 
30%
Linked CLOs: 3, 4

Assessment Task 320%
Linked CLOs: 1, 5