Studying online

There are now 2 possible online modes for units:

Units with modes Online timetabled and Online flexible are available for any student to self-enrol and study online.

Click on an offering mode for more details.

Unit Overview


Delivering a relevant and reliable customer experience is critical to the overall business performance. Customer experience management is increasingly concerned with the long-term evolution of customer experience in service industries such as airlines, telecommunications, travel and tourism, hospitality, retailing and entertainment. Firms must make a concerted effort to provide consistent and frictionless customer experience. This unit provides students with skills to build and create memorable consumer experiences. The emphasis is on designing the ultimate customer experience in the phygital (i.e. a space where physical and digital mediums merge to render services) world. The dominant logic of this unit is on consumer/experience-centric logic.

6 points
Not available in 2024UWA (Perth)Face to face
Details for undergraduate courses
  • Level 2 option in the Marketing major sequence
  • Level 2 elective

Students are able to (1) explain the importance of services marketing and its role in marketing; (2) apply services marketing concepts to group project, weekly exercises and activities; (3) critically evaluate service processes through analytic tools and applying relevant concepts; (4) demonstrate effective oral and written communication skills in different contexts; and (5) develop effective teamwork competencies through group project and tutorial facilitation activities.


Indicative assessments in this unit are as follows: (1) preparation & participation; (2) team project; and (3) final examination. Further information is available in the unit outline.

Student may be offered supplementary assessment in this unit if they meet the eligibility criteria.

Unit Coordinator(s)
Associate Professor Sanjit Roy
Unit rules
Successful completion of
MKTG1203 Introduction to Marketing
Successful completion of
MKTG3311 Experiential Marketing
Contact hours
lectures/tutorials/seminars/workshops: up to 3 hours per week
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit, one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook one week prior the commencement of study. Reading lists and essential textbooks are subject to change each semester. Information on essential textbooks will also be made available on the Essential Textbooks. This website is updated regularly in the lead up to semester so content may change. It is recommended that students purchase essential textbooks for convenience due to the frequency with which they will be required during the unit. A limited number of textbooks will be made available from the Library in print and will also be made available online wherever possible. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus.
  • Contact hours provide an indication of the type and extent of in-class activities this unit may contain. The total amount of student work (including contact hours, assessment time, and self-study) will approximate 150 hours per 6 credit points.