School Of Business

Customer 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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