24748 Deliver Customer Value

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Business
Credit points: 3 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 240748 Delivering Customer Value

Description

This subject helps students understand the customer and the value they add to an organisation as well as how an organisation can benefit a customer. The subject introduces theories and techniques of marketing in the context of various marketing decision-making environments. Students explore the nature and role of digital and social marketing for generating customer value as well as segmentation to determine a customer's lifetime value to an organisation. Topics in the subject are reinforced using marketplace data and analysis to measure and estimate the effects of an organisation's marketing effort.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	Explain the importance of customer value for an organisation
2.	Evaluate key marketing theories, frameworks and concepts, and apply these to new or existing organisations to create and deliver value
3.	Recommend how to communicate and deliver value for organisational offerings

Contribution to the development of graduate attributes

The subject introduces students to key marketing concepts, tools and techniques that can assist organisations in driving current and future customer value. It also introduces quantitative methods for assessing customer value.

This subject contributes to the development of the following graduate attribute(s):

Intellectual rigour and innovative problem solving – be able to apply and demonstrate critical and analytical skills, and innovation in business practice
Professional and technical competence – be able to operate effectively with business knowledge of sufficient depth in different professions, industry and society, both locally and globally

This subject develops the following Program Learning Objective(s):

Communicate ideas, decisions and strategies clearly and apply interpersonal skills that are sensitive to diverse people, cultures and contexts (2.1)

Teaching and learning strategies

This subject is delivered through a mix of online learning, three live online webinars and online consultations. The subject features a mix of theoretical concepts and application in the contemporary context that is designed to enhance knowledge and capabilities in business administration. Students have access to online resources, and self-directed learning activities and are expected to study online content provided via the UTS learning management system. They are required to complete online learning activities, which will help identify knowledge gaps and inform discussions. They are required to engage in online discussions with their peers and academics. Webinars are designed to present the theory and practice of the subject’s content. Students are required to complete pre-work activities before attending webinars. Discussions focus on the application of concepts, techniques and methods. A mandatory, online formative assessment provides students with further feedback to direct their self-study. Ongoing general and individual feedback will be provided throughout the subject via consultation sessions. A summative assessment provides feedback on students' comprehension and application of learning. Students also receive formal feedback on assessment tasks

Content (topics)

Consumer behaviour
Customer lifetime value
Market segmentation, targeting, and positioning
Customer analytics
Digital and social marketing

Assessment

Assessment task 1: Customer Value Analysis (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2
Weight:	20%
Length:	1,500 words + visuals (persona profile and perceptual map)
Criteria:	Persona suitability Framework application: Concept clarity and completeness Level and depth of insight Quality of report, including visuals

Assessment task 2: Customer Journey Map Report (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2
Weight:	20%
Length:	1,500 words + visuals (journey map)
Criteria:	Theory application, clarity and completeness Interconnections Level and depth of insight Quality of recommendations Quality of report

Assessment task 3: Communicating and Delivering Customer Value Report (Individual)

Intent:	This develops Program Learning Objective/s – 1.1 and 2.2
Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	60%
Length:	2,000 words + visuals
Criteria:	Theory application, clarity and completeness Depth of Analysis Interconnections Relevance to practice Report Quality

Minimum requirements

Students must achieve at least 50% of the subject’s total marks and complete all assessments.

Required texts

There is no prescribed textbook and materials will be provided online as needed.

References

Elliott, G., Rundle-Thiele, S., Waller, D., Bentrott, I., Hatton-Jones, S., Jeans, P. 2020. Marketing, 5th EditionMilton, Queensland.

Hemann, C. and Burbary, K., 2013. Digital marketing analytics: making sense of consumer data in a digital world. Pearson Education.

Kotler, P., Roberto, N. and Lee, N.R., 2002. Social marketing: Improving the quality of life. Sage.

Lilien, G.L. and Rangaswamy, A., 2004. Marketing engineering: computer-assisted marketing analysis and planning. DecisionPro.