Prerequisite(s): MKTG 561. Restriction(s): MBA degree students, MS Digital Marketing Analytics students, or graduate Digital Marketing Certificate students only. Marketing is increasingly shifting away from merely persuading customers to buy toward a focus on achieving excellent customer experience. Customer experience is the flow of emotions and beliefs the customer encounters from need recognition through to purchase and consumption. Effective digital marketers recognize a need to move beyond customer satisfaction with a digital channel toward a more holistic understanding of the customer journey from initial contact to achieving a lasting relationship. The customer experience perspective recognizes a need to understand customer decision‐making models that guide them through the journey. This course covers major topics in models of customer decision‐making, service marketing perspectives, digital service quality, customer journey mapping and customer experience metrics.