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Historically, business approaches have been almost exclusively focused on the marketing mix itself, especially for product-related exchanges. As a result, the customer at the centre of the framework became an almost forgotten concern for many marketers. The course "Customer Experience" focuses on the design and marketing of emotionally stimulating, value-creating customer experiences. Students will strategically evaluate and critique current traditional marketing and management strategies in terms of their customer focus. The class format involves a mix of class lectures and in-class workshops, case analyses and presentations, best practice discussions, and individual assignments. Students will enhance their learning through group work and in-class presentations as well as individual research projects. The sessions are interactive, stimulating student thinking and critical review.
WorkloadThe workload throughout the course is as follows:• This paper is worth 15 points and has 2 contact hours per week which totals to 24 hours.• Course material is based on the course e-textbook and journal articles and the student is required to prepare for the lectures using these sources. Lecture preparation is approx. 24 hours.• The classes are designed as interactive sessions with in-class discussions and in-class work.• Students will be required to invest approx. 60 hours into the group project.• Students will be required to invest approx. 25 hours into each of the individual assignments which totals to 50 hours.
It is anticipated that students who successfully complete this course will:Have gained an understanding of the basics of Customer ExperienceHave gained knowledge how to work on a Customer Experience projectHave enhanced their team working skills by presenting group research findings and verbally defend recommendationsHave enhanced their report writing skills on a topic using an appropriate structure, correct spelling, correct grammar and correct referencingHave improved their analytical thinking and problem-solving skills to address specific Customer Experience problemsBCom Learning GoalsThis course addresses the BCom learning goals and it is anticipated that students can:Apply advanced theory, concepts and models from the field of customer experience to address problems and challenges in the field.Demonstrate broad knowledge of customer experience in theory and practice.Logically analyse data and information using tools appropriate for the problems raised in both group and individual assignments. Draw appropriate conclusions from information provided on the given problems raised in the assignments.Identify and discuss the global factors that are relevant to creating and managing customer experiences.Discuss how the cultural perspectives of customers, companies / organisations and other parties can influence the understanding of customer experience.Effectively present the problems or challenges and an appropriate solution from their group assignment. Write an appropriate report on the problems or challenges posed to the student in the group and individual projects.Write an appropriate essay on the individual reflection.
(1) MKTG201; and (2) MKTG202; and (3) MKTG204
MGMT310
Joerg Finsterwalder
Raja Subramanian
The various pieces of assessment may be scaled to determine a final grade and 50% should not be regarded as a pass mark.
MKTG310S2 Course Outline LEARN
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Coversheets - Group and Individual
Domestic fee $775.00
International fee $3,188.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .