You are the CMO for an Australian University, and your Vice - Chancellor (same as CEO) has just come back from an higher education conference and a marketing consultant was taking about customer experience, customer value and the customer satisfaction and how that should be the main focus of each university's teaching strategy. The Vice Chancellor wants you to show your understanding of these concepts and how they can apply to post-graduate Masters level business students as a selling/marketing point in university marketing communications. 1. Outline the key concepts 2. Drawing key models of the concept 3. Identifying University examples of how they use these concepts in their marketing strategy, or, provide examples of what other universities do focus on in their recruitment (screenshot ads, facebook ads, posts etc) 4. Give your opinion as to the role of student satisfaction as the basis for developing university marketing strategies aimed at recruiting Masters level students

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1 Key Concepts a Customer Experience Customer experience refers to the overall perception a customer has of interactions with a brand throughout their journey It encompasses every touchpoint including ... View the full answer