MKTG310-21S2 (C) Semester Two 2021

Customer Experience

15 points

Start Date: Monday, 19 July 2021
End Date: Sunday, 14 November 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 1 August 2021
  • Without academic penalty (including no fee refund): Friday, 1 October 2021


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.

The estimated workload breakdown for MKTG310S2 is:
Lectures 24 hours
In-Class Test 2 hours
In-Class Test Preparation 40 hours
Individual Assignment 20 hours
Group Assignment 40 hours
Lecture Preparation 24 hours
Total 150 hours

Learning Outcomes

  • Upon completion of this course students should be able to:
  • Have gained an understanding of the basics of Customer Experience.
  • Have gained knowledge how to work on a Customer Experience project.
  • Have enhanced their team working skills by presenting group research findings and verbally defend recommendations.
  • Have enhanced their report writing skills on a topic using an appropriate structure, correct spelling, correct grammar and correct referencing.
  • Have improved their analytical thinking and problem-solving skills to address specific Customer Experience problems.

    Learning Objectives, BCom
    This 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 report on the individual topic.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


(1) MKTG201; and (2) MKTG202; and (3) MKTG204



Equivalent Courses


Timetable 2021

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Wednesday 13:00 - 15:00 Meremere 108 Lecture Theatre
19 Jul - 29 Aug
13 Sep - 24 Oct
Lecture B
Activity Day Time Location Weeks
01 Tuesday 09:00 - 12:00 Rehua 528
11 Oct - 17 Oct

Examination and Formal Tests

Test A
Activity Day Time Location Weeks
01 Friday 18:00 - 20:00 Online Delivery
13 Sep - 19 Sep

Course Coordinator / Lecturer

Joerg Finsterwalder


Assessment Due Date Percentage  Description
Individual Assignment 20 Aug 2021 20% 5pm via Learn
In-Class Test 40% Week of 13 September
Team Project Report 15 Oct 2021 25% PPTs Due: 5pm via Learn
Team Project Presentation 20 Oct 2021 15% Team Project Presentation

Report writing skills are required for this course! Cover sheets MUST be used on all assignments/essays. These can be downloaded by following these links:

Textbooks / Resources

Klaus, P. (2014a). Measuring Customer Experience. How to Develop and Execute the Most Profitable Customer Experience. Palgrave McMillan. eBook, UC library link:

Additional readings are provided in the lecture schedule (see below).


Departmental Academic Policies
A summary of Departmental academic policies on course grading, special considerations, etc. is available under: The Department assumes that you have read this document.

You should also read the following:
• UC Business School Student Handbook on the UC Business School Students Learn page
General Course and Examination Regulations

Dishonest Practice
The 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.

Citations and referencing

Indicative Fees

Domestic fee $831.00

International fee $3,875.00

* 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 Entrepreneurship.

All MKTG310 Occurrences

  • MKTG310-21S2 (C) Semester Two 2021