Customer Experience in Services

Postgraduate | 2026

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area/catalogue icon
Area/Catalogue
MARK 5025
Course ID icon
Course ID
207552
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
5
Study abroad and student exchange icon
Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
No
University-wide elective icon
University-wide elective course
No
Single course enrollment
Single course enrolment
No
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Note:
Course data is interim and subject to change

Course overview

This course examines customer experiences in services by reviewing core services marketing theories and concepts and then deepening these understandings based on the latest research into customers experience when purchasing, accessing, or using services. Building on foundational insights from the service economy, this course also focuses on customer journey mapping by studying customer engagement and the service experience throughout the customer journey, as well as the barriers to accessing services for vulnerable groups of consumers.

Course learning outcomes

  • Identify and explain core services marketing theories and concepts, and leverage them to understanding customer experience in services
  • Evaluate critical aspects of the service encounter and the role of the customer in designing effective service strategies;
  • Apply services marketing research and learnings to develop insights for customer engagement throughout the customer journey, (purchasing, accessing, or using services, and including barriers to access)
  • Convey learnings in a professional manner throughout the course, both collaboratively and independently as well as synchronously and asynchronously

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A