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Business strategies are increasingly being centred on the holistic design and delivery of a total customer experience through online and offline channels that consistently delivers superior customer value. Customers are rational and emotional and social. These interactive experiences incorporate functional and affective attributes. They are designed to deliver both intrinsic, extrinsic and social experiences and value. By 'total experience' we mean the feelings and behaviours customers take away from all their interactions with a firm and its communications. The question is how well do firms manage the total online and offline experience. The experiential or feelings and social elements include a focus on the strategic approach to the role of digital marketing and channels in the mix, a role that creates a ‘total experience’ by way of participation with brands, provides consumers with exceptional interactive experiences, and drives their conversation with and about brands.