Unit

School Of Business

Customer Experience FundamentalsWestern Sydney University Unit Code: 201082.1

Discipline: MARKETING

Student Contribution Band: 4

Level: 2

Credit Points: 10

Equivalent Units
200084 - Consumer Behaviour

About this Unit
Customer experiences occur when there is interaction between a company and their customers. Increasing digitisation of this interface has resulted in a shift of buyer expectations where communication is no longer a one-way process. The result being that this exchange comprises of the customer journey where internal factors such as attitudes, learning and emotions combined with external factors such as culture, social communities, and global networks influence decisions. This unit introduces the complexity of technology driven relationships where customers become co-creators of their own personalized experiences and how companies can be part of this. Students will learn the importance of creating positive customer experiences and how this adds value to organisation strategy.

Special Requirements - Essential Equipment
An iPad, equivalent smart device, or laptop (PC/MAC) is essential in order for students to complete assessment and engage in tutorial activities.

Courses
1818.4Bachelor of Arts/Bachelor of BusinessCURRENT
1819.3Bachelor of Communication/Bachelor of BusinessCURRENT
1820.2Bachelor of International Studies/Bachelor of BusinessCURRENT
2786.3Bachelor of BusinessCURRENT
2787.2Bachelor of Business (Advanced Business Leadership)SUSPENDED
2788.3Bachelor of Business/Bachelor of LawsCONTINUING
3728.3Bachelor of Engineering (Honours)/Bachelor of BusinessCONTINUING
3728.4Bachelor of Engineering (Honours)/Bachelor of BusinessCURRENT
3737.2Bachelor of Information and Communications Technology/Bachelor of BusinessCURRENT
3744.2Bachelor of Information Systems/Bachelor of BusinessCURRENT
3745.2Bachelor of Information Systems Advanced/Bachelor of BusinessCURRENT
3769.2Bachelor of Data ScienceCURRENT
4748.4Bachelor of Science/Bachelor of BusinessCURRENT
6037.3Diploma in Business/Bachelor of BusinessCURRENT

Specialisations

MT2040.1MarketingCURRENT
SM2060.1MarketingCURRENT



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