Overview

This unit aims to combine an in-depth understanding and application of customer experience (CX) management and develops students’ abilities to design, deliver, and diagnose customer interactions with an organisation at key touchpoints, as well as develop strategies for improvement based on CX insight, theory, and industry best practice.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025
Teaching Period 1
Location
Online
Start and end dates
09-March-2026
07-June-2026
Last self-enrolment date
22-March-2026
Census date
07-April-2026
Last withdraw without fail date
28-April-2026
Results released date
30-June-2026
Semester 2
Location
Hawthorn
Start and end dates
03-August-2026
01-November-2026
Last self-enrolment date
16-August-2026
Census date
01-September-2026
Last withdraw without fail date
22-September-2026
Results released date
08-December-2026
Teaching Period 3
Location
Online
Start and end dates
02-November-2026
07-February-2027
Last self-enrolment date
15-November-2026
Census date
01-December-2026
Last withdraw without fail date
22-December-2026
Results released date
02-March-2027

Learning outcomes

Students who successfully complete this unit will be able to:

  • Develop coherent and advanced knowledge and skills in managing end-to-end customer experiences
  • Apply data-driven methodologies, tools, and frameworks to develop strategies for evaluating and improving customer experiences to demonstrate the value of brands to organisations and to consumers
  • Critically analyse methods of understanding, visualising, and measuring customer experiences and challenges regarding customer experience management
  • Work effectively in a diverse team environment

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)

On C ampus 

Class (maybe also be delivered in block mode)

 2.00  12 weeks  24
Online
Lecture (asynchronous)		 1.00  12 weeks  12
Unspecified Learning Activities (Phasing out)
Independent Learning		 9.50  12 weeks  114
TOTAL     150

Assessment

Type Task Weighting ULO's
Assignment 1 Individual  10 - 20%  1,2,3 
Assignment 2 Individual  30 - 40%  1,2,3 
Assignment 3 Group  40 - 60%  1,2,3,4 

Content

  • Key concepts and principles of customer experience management
  • Customer data analysis and insight generation
  • Customer journey mapping and analysis
  • Customer experience strategy development
  • Customer experience metrics and improvement
  • Customer experience technologies and tools
  • Ethical considerations in customer experience management
  • Customer experience innovation and differentiation
  • Customer experience case studies and best practice

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.