UniSQ Logo
The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
Please consult the web for updates that may occur during the year.

MKT1100 Customer Experience

Semester 2, 2023 Toowoomba On-campus
Units : 1
School or Department : School of Business
Grading basis : Graded
Course fee schedule : https://www.unisq.edu.au/current-students/administration/fees/fee-schedules
Version produced : 24 September 2023


Course Coordinator: Anne-Marie Sassenberg


Enrolment is not permitted in MKT1100 if MKT1001 has been previously completed (except for Marketing Major students they need to complete MKT1100 and MKT1001).


With the business world rapidly changing and an increased focus on globalisation, automation and collaboration, it is no longer simply a great product that gives you a competitive advantage. Businesses are increasingly looking for innovative, memorable and delightful customer experiences to set themselves apart.

This introductory course will help you to gain practical skills to identify, evaluate and shape consumer needs and develop breathtaking customer experiences. Using real-life examples, we will explore in-depth customer experience analysis, optimisation and strategy, consider the user experience in design, and customer journey mapping to create unique experiences that can be immediately applied in any workplace.

Course learning outcomes

On completion of this course students should be able to:

  1. discuss how the adoption of a experience focus can enhance an organisation’s performance;
  2. evaluate the impact of technology on the processes associated with taking a customer experience focus on business;
  3. apply critical thinking to develop an ethical and professional approach to the implementation of customer experience strategies in business;
  4. communicate the value of adopting a customer focus across the functions of the business in a professional manner.


Description Weighting(%)
1. What is customer experience and why is it important? 25.00
2. Customer experience and the customer journey 25.00
3. Technology-enabled customer experience 25.00
4. Employee enabled customer experience 25.00

Text and materials required to be purchased or accessed

There are no texts or materials required for this course.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Weighting (%) Course learning outcomes
Assignments Written Workbook 1 No 10 2
Assignments Written Workbook 2 No 40 1,2,3
Assignments Written Case Study Yes 50 1,2,3,4
Date printed 24 September 2023