Course Title: Customer Experience Strategy

Part A: Course Overview

Course Title: Customer Experience Strategy

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2023,
Sem 2 2024

Course Coordinator: Bernardo Figueiredo

Course Coordinator Phone: +61 3 99255866

Course Coordinator Email:

Course Coordinator Location: Melbourne Campus Building 80

Course Coordinator Availability: By appointment via email 

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study:

Course ID 008953 Marketing Principles

Course Description

Customer Experience (CX) is the impression your business leaves with customers at every exposure and interaction they have with you. Nurturing customer relationships through optimising the customer experience builds brand loyalty and is a key strategy for delivering your competitive advantage.

In this course you will develop an understanding of customer experience design as a method and process used to create and implement meaningful experiences. You will utilise a broad range of marketing knowledge and skills into a comprehensive framework for designing customer experiences, creating successful experiential marketing strategies and driving competitive advantage.

Objectives/Learning Outcomes/Capability Development


Upon successful completion of this course, you will be able to:

CLO1: Apply conceptual and practical knowledge of customer experience and practice to plan, implement, and monitoring solutions for real customer experience problems in business and society.

CLO2: Utilise design thinking approaches to address experiential customer interactions.

CLO3: Interpret appropriate primary and secondary research to derive insights, define problems and design solutions that support sustainable marketing strategies.

CLO4: Formulate a customer experience strategy that integrates all elements of customer experience design and drives a sustainable competitive advantage.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various learning activities. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks or projects.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies/Canvas. The lecture notes and workshop notes are posted on Canvas.

RMIT Library provides extensive resources, services and study spaces. All RMIT students have access to scholarly resources including course related material, books, e-books, journals and databases.

Computers and printers are available at every Library. You can access the Internet and Library e-resources. You can also access the RMIT University wireless network in the Library.

Contact: Ask the Library for assistance and information on Library resources and services: Study support is available for assistance with assignment preparation, academic writing, information literacy, referencing, maths and study skills.  Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

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, 2

Assessment Task 2: 30%

Linked CLOs: 1, 3

Assessment Task 3: 40%

Linked CLOs: 1, 2, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on progress, milestones and approaches, and by individual consultation.