Immersive Customer Experience Strategy and Management explores how modern organisations design memorable, emotionally engaging, and technology-enabled customer experiences in the digital economy. The course introduces learners to the experience economy and examines how businesses are shifting from traditional service delivery toward immersive and phygital customer engagement strategies. Through real-world case studies, storytelling frameworks, customer journey mapping, and strategic decision-making activities, learners will understand how organisations create engagement, loyalty, and competitive advantage through experience design. The course also addresses operational implementation, experience measurement, economic evaluation, governance, ethics, and digital trust in immersive environments. Designed in a highly engaging micro-learning format, the course combines short video lectures, scenario-based learning, guided activities, and applied strategic thinking exercises. Learners will progressively build an Immersive CX Strategy Canvas as a capstone outcome. Suitable for undergraduate and postgraduate learners, as well as working professionals, this course prepares learners to think like future-ready customer experience strategists in rapidly evolving digital and hybrid markets.
