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
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The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.