CUSTOMER EXPERIENCE DESIGN

MKT5CED

2020

Credit points: 15

Subject outline

Customer Experience Design (CED) develops your ability to comprehensively manage a customers cross-channel interaction with an organisation product, brand or service over time. This subject offers you a five-stage integrated framework for designing customer/user experiences and for learning how to create successful experientially based value propositions that leverage any organisations products and services with an emphasis on bringing ideas to life based on how real customers/users think, feel and behave. You will demonstrate qualitative and quantitative insights to creatively engage customer/users across multiple channels or touch points such as web-based and mobile applications in providing a seamless end-to-end user experience journey.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorMalliga Marimuthu

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

PrerequisitesMKT5MMA

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

The Customer Experience Book: How to design, measure and improve customer experience in your business

Resource TypeBook

Resource RequirementPrescribed

AuthorPennington, Alan

YearN/A

Edition/VolumeN/A

PublisherPearson UK 1st Ed. (e-book)

ISBN9781292148489, 10 1292148489

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
INQUIRY AND ANALYSIS - Creativity and Innovation
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry
PERSONAL AND PROFESSIONAL - Adaptability and Self-Management
PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Exhibit a comprehensive understanding of CED concepts in industry
02. Ascertain organisational objectives that assist in the sustainable development of CED initiatives
03. Apply CED knowledge and skills demonstrating autonomy, expert judgement, adaptability and responsibility to reflect the business processes, culture, assets and systems associated with the organisation
04. Interpret and transmit knowledge, skills and ideas to specialist and non-specialist audiences formulating recommendations for the improvement of the CED strategy of an organisation of choice.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Seminar Week: 31 - 43
One 3.00 h seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Major Report: Understanding customers developing customer journeys (2500 words) This is an individual assignment that requires substantial work. Hence, students are advised to begin work soon after week 4 where the Customer Journey Map is taught and applied using examples. Students are expected to obtain data from a simple survey prior to developing the Customer Journey Map as pat of their assessment task requirement.N/AN/AN/ANo35 SILO1, SILO2, SILO3, SILO4
Assessment Task 2: Micro-blogging contributions by groups for weekly exercises (Class Participation) Exercises are provided at the end of each seminar. The group is expected to present their answers for the exercise at the beginning of the seminar the following week on Twitter using the relevant tags. The relevant tags are provided in the weekly lecture materials. (1000 words)N/AN/AN/ANo15 SILO1, SILO3
Final Examination - In class test (2 hours)N/AN/AN/ANo50 SILO1, SILO3, SILO4

City Campus, 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Seminar Week: 31 - 43
One 3.00 h seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Major Report: Understanding customers developing customer journeys (2500 words) This is an individual assignment that requires substantial work. Hence, students are advised to begin work soon after week 4 where the Customer Journey Map is taught and applied using examples. Students are expected to obtain data from a simple survey prior to developing the Customer Journey Map as pat of their assessment task requirement.N/AN/AN/ANo35 SILO1, SILO2, SILO3, SILO4
Assessment Task 2: Micro-blogging contributions by groups for weekly exercises (Class Participation) Exercises are provided at the end of each seminar. The group is expected to present their answers for the exercise at the beginning of the seminar the following week on Twitter using the relevant tags. The relevant tags are provided in the weekly lecture materials. (1000 words)N/AN/AN/ANo15 SILO1, SILO3
Final Examination - In class test (2 hours)N/AN/AN/ANo50 SILO1, SILO3, SILO4