MKTG1401 Customer Experience Design Assessment 3 2025 | RMIT

MKTG1401 Overview 

In this final assessment, you will present your integrated solutions, established metrics and an action plan in response to the case you have worked on in Assessments 1 and 2. You will also compile a report outlining the overall CX Design thinking process you have gone through to arrive at your solutions, metrics and action plan. 

MKTG1401 Assessment Criteria 

This assessment will measure your ability to:

• Demonstrate professional communication skills that engage a business audience and convey the key points - Final Presentation (10 pts)
• Model clear, logical academic writing and referencing skills (5 pts)
• Further refine analysis of data from secondary and primary sources to produce research insights relevant to the business (5 pts)
• Refine CX design principles to produce clear, authentic and informative design artefacts relevant to the customer journey (5 pts)
• Formulate a CX strategy aligned with all elements of CX design that allows for sustainable competitive advantage (15 pts)
• Apply conceptual and practical knowledge of CX to develop metrics to assess your solutions and justify their feasibility and viability (10 pts) 

MKTG1401 Course Learning Outcomes 

This assessment is relevant to the following course learning outcomes: 

• CLO1: Demonstrate a broad, critical and practical understanding of customer experience and business practices.
• CLO2: Apply innovative design thinking and creativity approaches to effectively address experiential marketing problems.
• CLO4: Create a CX strategy that integrates all elements of customer experience design to allow for sustainable competitive advantage.
• CLO5: Apply conceptual and practical knowledge on customer experience to planning, implementing, and monitoring solutions for real customer experience problems.
• CLO6: Write about, discuss and present on consumer experience phenomena within the conventions of academic standards at a master's degree level.

Relevant Personas, Journeys and Problem Statement 

Make sure you have included relevant personas, journeys and problem statement. Make sure your personas and journey maps are rich and authentic. Re-articulate the problem statement, if necessary, to get a more integrated POV. "How might we... [address the problem statement], while also being mindful of [brands' mission, trends, or market issues]?"

CX Strategy and Prototyped Solutions 

Your strategy can now be articulated in terms of a clear CX Vision and goals. Present your integrated solutions to address the problem. Your strategy should be clear and compelling, and address the problem statement, while also being aligned with what the brand stands for and its vision for the future. The CX strategy is a statement about how you imagine the experiences provided by the organisation should look like and the CX vision works like a tag line that sums up the tone and brand's promise for CX. The strategy also includes a plan of action with the solutions that you have proposed. 

Your proposed ideas should address your CX strategy and detected problems. Include a prototype of your solution (e.g., mock-ups, storyboards, simulation or similar) and a clear sense of how your idea will unfold when you put it into practice. You should also articulate how you are going to execute your solution. Ideally, you'd have tested some of your solutions with your customers and have some feedback to report. 

Aspirational CX Journey 

Present an aspirational CX journey in which it is clear how your solutions will improve the current journey. Your proposed solutions should be smart, creative, original and effective. You should articulate how your ideas address the CX vision and detected problems, and integrate well with pain points and gain points in the journeys. Demonstrate how your solutions change the journey. 

Metrics, Viability and Feasibility 

You should attach metrics to all your proposed solutions to be able to assess whether your initiatives occurred and whether they were successful in improving engagement and CX. You will also discuss the viability and feasibility of the solutions. 

Appendix (excluded from the 3000 words) 

The appendix contains references (RMIT Harvard Style). It should contain anything you could not fit into the 3000 words. Explain your research, ideation and prototyping process. Explain what you did, in what order, and why? In addition, provide evidence of your work in the CX Design process. This should include important information such as how many interviews you conducted, with information on who your interviewees are, survey respondent numbers, and the questions in the survey. If you looked at online and social media, you should detail the specific forums and social media you consulted. Your ideation processes should also be captured in your appendix. Your goal is to provide a clear sense of what you did and how you did it. Remember to engage in triangulation (using multiple sources of data). You can use the appendix to convey how you have achieved this.

Referencing guidelines 

Use RMIT Harvard referencing style for this assessment. You must acknowledge all the sources of information you have used in your assessments. 

Refer to the RMIT Easy Citereferencing tool to see examples and tips on how to reference in the appropriate style. You can also refer to the library referencing page for more tools such as EndNote, referencing tutorials and referencing guides for printing. 

Submission Format 

The assessments (slides and report) will be submitted in Canvas as a file upload (separate files) 

Academic Integrity and Plagiarism 

Academic integrity is about the honest presentation of your academic work. It means acknowledging the work of others while developing your insights, knowledge and ideas. 

You should take extreme care that you have: 

• Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you have quoted (i.e. directly copied), summarised, paraphrased, discussed or mentioned in your assessment through the appropriate referencing methods
• Provided a reference list of the publication details so your reader can locate the source if necessary. This includes material taken from Internet sites 

If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off the work and ideas of another person without appropriate referencing, as if they were your own. 

RMIT University treats plagiarism as a very serious offence, constituting misconduct. 

Plagiarism covers a variety of inappropriate behaviours, including: 

• Failure to properly document a source
• Copyright material from the internet or databases
• Collusion between students

 For further information on our policies and procedures, please refer to the University website. 

Assessment Declaration 

When you submit work electronically, you agree to the assessment declaration.