School Of BusinessCustomer ExperienceWestern Sydney University Unit Code: 201022.1
Discipline: MARKETING
Student Contribution Band: 4
Level: 7
Credit Points: 10
Assumed Knowledge
An understanding of marketing theory and relevant principles is assumed.
Equivalent Units
200823 - Buyer Behaviour
Unit Enrolment Restrictions
Students must be enrolled in a postgraduate Business program or 3749 - Master of Science.
About this Unit
Customer experiences occur when there is interaction between a company and their customers for the duration of their relationship. It comprises the customer journey, the consumer-brand ‘touchpoints’ and the environment in which these experiences happen. Increasing digitisation of the organisation-customer interface has resulted in a shift of buyer expectations where it is easier to compare market offerings and where communication is no longer a one way interaction. This unit considers the complexity of the technology driven relationship where customers become co-creators of their own personalized experiences and how companies can be part of this.
Special Requirements - Essential Equipment
Prescribed text, stationery, access to computer, Internet and Library.
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| 3749.2 | Master of Science | CURRENT |
| 3776.1 | Graduate Certificate in Science (Exit only) | CURRENT |
| 3777.1 | Graduate Diploma in Science (Exit only) | CURRENT |
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| A4042.1 | Master of Science (Public Health Nutrition) - 1.5 year pathway | CURRENT |
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