Experience Management (XM) embraces aspects of daily business activities that include marketing, sales and service where customers tend to be directly and regularly engaged. This subject will investigate and explore different aspects of the way that a firm can practice XM with content potentially developed and drawn from topics that deal with marketing and planning, campaign management, e-marketing, lead management, analytics, customer segmentation, service order support and customer processing. Both theoretical and practice-based content will be critiqued in the subject with student learning being based on using a combination of computer-based exercises, case studies and industry speakers.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critically review and interpret the theoretical aspects of XM across the main areas of sales, services and marketing;  
  2. Exhibit creative and technical practical professional skills and justify the strategy adopted with reference to specified briefs;  
  3. Investigate, analyse, demonstrate and present the salient aspects of a XM implementation or XM innovation in a work-related environment;  
  4. Negotiate with other students from different backgrounds and disciplines in a team environment demonstrating a high level of personal autonomy and accountability in achieving group outcomes and recognition of the roles of culture, values and dispositions in affecting achievement of goals; and  
  5. Advocate persuasively their recommendations in both written and oral form to a variety of specialist and non-specialist audiences.  


Assessment type Description Grade
Case Study Survey and report on CRM case study (Individual) 30%
Report Case report on CRM using enterprise systems and presentation (Group) 30%
Test CRM practical test 40%

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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