Course Title: Customer Experience Design

Part A: Course Overview

Course Title: Customer Experience Design

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2017,
Sem 2 2019,
Sem 2 2020,
Sem 2 2021

Flexible Terms

Course Code




Learning Mode

Teaching Period(s)


RMIT Online


625H Economics, Finance and Marketing


JanJun2021 (KP1)

Course Coordinator: Bernardo Figueiredo

Course Coordinator Phone: +61 3 9925 5866

Course Coordinator Email:

Course Coordinator Location: Building 80, Level 11

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required prior knowledge

  • MKTG 1100 Marketing Management

Assumed Knowledge

  • MKTG 1101 Consumer Behaviour 
  • MKTG 1103 Marketing Communication Strategy  
  • MKTG1104 Marketing Research 


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: Demonstrate a broad, critical and practical understanding of customer experience and practices in business.

CLO2: Apply innovative design thinking and creativity approaches to effectively address experiential marketing problems.

CLO3: Apply research principles to draw on appropriate data sources through primary and secondary research to define problems and create solutions that supports sustainable business strategies.

CLO4: Create a CX strategy that integrates all elements of customer experience design, to allow for sustainable competitive advantage.

CLO5: Apply conceptual and practical knowledge on customer experience to planning, implementing, and monitoring solutions for real customer experience problems.

CLO6: Write about, discuss and present on consumer experience phenomena within the conventions of academic standards at a master's degree 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 through MyRMIT Studies/Canvas. 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: 30%
Linked CLOs: 1, 3 

Assessment Task 2:20% 
Linked CLOs: 1, 2, 5, 6

Assessment Task 3: 50%
Linked CLOs: 1, 2, 4, 5, 6 

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.