Special Requirements

Essential Equipment:

An iPad, equivalent smart device, or laptop (PC/MAC) is essential in order for students to complete assessment and engage in tutorial activities.

Legislative Pre-Requisites:

Not Applicable

1.3 Changes to Subject as a Result of Past Student Feedback

The University values student feedback in order to improve the quality of its educational programs. The feedback provided helps us improve teaching methods and Subjects of study. The survey results inform Subject content and design, Subject Outlines, teaching methods, assessment processes and teaching materials.

You are welcome to provide feedback that is related to the teaching of this Subject. At the end of the semester you will be given the opportunity to complete a Student Feedback on Subject questionnaire to assess the Subject. If requested by your Subject coordinator, you may also have the opportunity to complete a Student Feedback on Teaching (SFT) questionnaire to provide feedback for individual teaching staff.

2 Learning and Teaching Activities

The above timetable should be used as a guide only, as it is subject to change. Students will be advised of any changes as they become known on the Subjects vUWS site.

3 Assessment Information

3.1 Subject Learning Outcomes

3.2 Assessment Summary

The assessment items in this Subject are designed to enable you to demonstrate that you have achieved the Subject learning outcomes. Completion and submission of all assessment items which have been designated as mandatory or compulsory is essential to receive a passing grade.

To pass this Subject you must:

1. Attemptall assessments
2. Achievea minimum of 50% overall

Feedback on Assessment

Feedback is an important part of the learning process that can improve your progress towards achieving the learning outcomes. Feedback is any written or spoken response made in relation to academic work such as an assessment task, a performance or product. It can be given to you by a teacher, an external assessor or student peer, and may be given individually or to a group of students. As a Western Sydney University student, it is your responsibility to seek out and act on feedback that is provided to you as a resource to further your learning.

Before you receive your results for each piece of assessment they may be moderated. Moderation is a process whereby the subject coordinator regulates the marking of individual markers to achieve consistency in the application of subject objectives, performance standards and marking criteria. You should note that, consistent with the Criteria and Standards Based Assessment policy, the final marks for the cohort may be also adjusted if marks are very high or low or there are inconsistencies between teams. Marks for an individual piece of assessment will not be changed after you have your moderated results.

Academic Integrity and Student Misconduct Rule

Western cares about your success as a student and in your future career. Studying with academic integrity safeguards your professional reputation and your degree. All Western students must:

• befamiliar with the policies listed below;
• applyprinciples of academic integrity;
• act honestlyand ethically in producing all academic work and assessment tasks; and
• submitwork that is their own and acknowledge any sources used in their

Each time you submit an assessment, you will declare that you have completed it individually, unless it is a group assignment. In the case of a group assignment, each group member should be ready to document their individual contribution if needed.

Disruption to Studies and Requests for Extensions

Western recognises that there may be times when things outside of your control impact your ability to complete your studies.

You can complete the Request an extension or apply for a Disruption to Studies Provision to request that you are:

Before you fill in the form, you should:

• Compile any documentary evidence that you have which demonstrates that you have been impacted by an eventoutside of your

Please note that if you dont have documents, you should still submit the form but you may be asked for documentation at a later stage.

Need help?

If you are having difficulties with understanding or completing an assessment task, contact your Subject Coordinator as soon as possible. Western also has a range of academic support services, including:

• Report

Instructions:

Customer journey mapping is the process of visualizing how a customer interacts with a business by mapping out the actions they take to achieve a goal. Customer journey mapping outlines key events, customer motivations, and areas of friction within their experience. Then, this information is combined into a comprehensive visual that describes a customers typical experience with a business. There are two parts to this assessment:

Part A. Your Customer Journey Map (10%)

Part B. Your customer journey explained (30%)

Instructions:

Part A

For this part of the assessment, students will create their own Customer Journey Map based on a hypothetical or previous shopping experience. Whether hypothetical or real, you should carry out the steps noted in the supplied Journey Map template. You are the persona in the journey map - add a photo of yourself if you like!

When completing your map, consider both online and physical stores if relevant, customer reviews (if applicable), if you need sales people advice. The Customer Journey Map should include pre-purchase, purchase, postpurchase stages.

1. Whatis the problem or at what point are you aware that you have a need to satisfy?

2. Whereand how (did or would) you carry out research to find out the options available to you to solve this problem?

3. Ifor where (did or would) you buy the product/service from?
   4. Whatis (or would be) post purchase support or activities from the marketer(e.g., what about delivery and that experience, other post-purchase needs like on-boarding?)

Your shopping experience can be anything of your choosing so long as it involves you comparing different alternatives across a range of different sources. Do not chose a low involvement purchase (e.g., habitual, routine or loyalty purchase).

Examples of product OR service categories to choose from:

1. Fashionand accessories
   
   

2. Cosmeticor cosmetic services/fragrance
   
   
3. Healthand well-being
   
   
4. Electronicgoods and accessories,(phones, online game subscriptions, headphones, gaming chairs, streaming sub- scriptions)
   
   
5. Travel
   
   
6. Electronicgoods
   
   
7. Hospitality(special occasion restaurants, accommodation)
   
   
8. Entertainment(Festivals, concert tickets)

Remember this may be a real or hypothetical journey. Its okay if its not real.

Instructions:

Part B

Following your customer journey map from Part A, describe and explain the WHY of journey using the theories you have learned so far, and may include theories from the following topics as indicated:

• What is/are the motive(s) associated with your journey? (NB: Motivational theory MUST be included).

Choose at least TWO other theories from the following in your explanation:

• What stimuli have you been exposed to, pay attention to, and how do you interpret the information?
• Whatemotions have you experienced (specifically!) and how has that impacted your journey?
• Whatlearning theories might apply in the course of your journey (e.g. behavioural, cognitive)? What about memory?
• Howmight attitude theory apply?

The maximum word count is 2,000 words (+/- 10%) excluding references.

Marking Criteria:

Refer vUWS

• Onlinequiz

Instructions:

The online quizzes provide an opportunity to test your knowledge on the key concepts covered in the subject and to receive feedback on these concepts. Each quiz is worth 15% of your final grade.

Note: It is extremely unlikely any requests for an extension on this assessment since you have a week to complete the quiz. Any requests for extensions must provide documented evidence under policy as to why you could not complete a quiz within 24/7. I.e. evidence must cover from Monday to Sunday of the quiz week, not the last couple of days of the quiz availability. Approved reasons for disruption to studies or requests for extension are for serious and unavoidable events. Students are referred to policy for exclusions, which are the basis on which such requests will be determined.

Marking Criteria:

N/A

• AppliedProject

Instructions:

Details for this assessment will be released on vUWS.

Marking Criteria:

Refer vUWS

4 Readings and Resources

4.1 Essential Readings Prescribed Textbook

A compilation of readings and resources will be developed in conjunction with the library

Essential Reading

CUSTOMER EXPERIENCE: Customer Experience Pathway. Brand Strategy (2007): 32. Web. Customer Experience Book: How to design, measure and improve customer experience in your business. Pennington, Alan: 2016: Harlow, United Kingdom:

Pearson Education UK Customer experience innovation:

how to get a lasting market edge Robert Dew author. : 2018 : Bingley : Emerald Publishing Limited, 2018. Bolton, R. N., McColl Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management.

Hamilton, R., & Price, L. L. (2019). Consumer journeys: Developing consumer-based strategy.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.

McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining customer experience insights that matter. Journal of Service Research, 22 (1), 8-26.

4.2 Recommended Readings Additional Reading

Luxury retail and digital management: developing customer experience in a digital world. Michel Chevalier author.

: Second edition. : 2020 : Solaris South Tower, Singapore : John Wiley & Sons Singapore Pte. Ltd., 2020

Quester, Pascale G., Hawkins, Del I, Author, Hill, Sally Rao, Author, Kopanidis, Foula, Author, and Pettigrew, Simone, Author. Consumer Behaviour: Implications for Marketing Strategy. 7th ed. McGraw-Hill, North Ryde, NSW, 2014.

Retail Customer Experience, News Features

Harvard Business Review Journal of Marketing Journal of Consumer Research

Journal of Retailing and Consumer Services Journal of Retailing

International Journal of Consumer Studies European Journal of Marketing Psychology and Marketing

Schiffman, Leon G., OCass, Aron, Author, Paladino, Angela, Author, and Carlson, Jamie, Author. Consumer Be- haviour. 6th ed. Pearson Australia 2014.

Social Customer Experience: Engage and Retain Customers Through Social Media Evans, Dave; Cothrel, Joe : 2014

: New York: John Wiley & Sons, Incorporated

The Experience-Centric Organization: How to Win Through Customer Experience Clatworthy, Simon David: 2019 : Sebastopol: OReilly Media, Incorporated

The agile marketer: turning customer experience into your competitive advantage, Roland Smart 2016 : Hoboken, New Jersey : Wiley, 2016.

Transform Customer Experience: How to Achieve Customer Success and Create Exceptional CX Villani, Isabella: 2018 : Newark: John Wiley & Sons, Incorporated

Webb, Karen. Consumer Behaviour. 2nd ed. Mc-Graw-Hill, North Ryde, NSW, 2010

4.3 Other Teaching and Learning Resources

5 Key Teaching and Learning Policies

The University has several policies that relate to teaching and learning. Links to important policies affecting students are below. It is your responsibility to ensure you familiarise yourself with these policies so that you are aware of your rights and responsibilities.