University of Technology, Sydney

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24748 Delivering 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 2020 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.

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 analytics in the context of various marketing decision-making environments. Students explore the nature and role of digital and social marketing for generating customer value. The subject introduces students to customer analytics and methods of segmentation to determine a customer's lifetime value to an organisation. Topics in the subject are reinforced by the use of actual marketplace data and analytics 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. develop an understanding of the role of customer value for an organisation
2. apply quantitative methods to assess customer value
3. develop an understanding of digital and social marketing and how it creates value for customers
4. evaluate customer responses to new and modified product 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 develops the following Program Learning Objectives:

1.1 Demonstrate advanced knowledge and understanding of key business concepts and practices

2.2 Apply and evaluate problem solving strategies to deliver business value

This subject contributes to the development of the following graduate attributes:

  • GA1. Business knowledge and concepts – be able to operate effectively with business knowledge of sufficient depth in different professions, industry and society, both locally and globally.
  • GA2. Critical thinking, creativity and analytical skills – be able to apply and demonstrate critical and analytical skills, and innovation in business practice.

Teaching and learning strategies

This subject will use a combination of in-class and online learning in a blended approach. The lecture will be used to facilitate discussion on material posted previously online. Students will use customer data to create models that determine and assess customers’ lifetime value. Techniques on how to validate model results will be discussed. Students will work in teams in classroom setting to assist in collaborative learning.

Content (topics)

  1. Consumer behavior
  2. Customer lifetime value
  3. Market segmentation, targeting, and positioning
  4. Customer analytics
  5. Digital and social marketing

Assessment

Assessment task 1: Quizzes

Intent:

This develops Program Learning Objective/s – 1.1

Objective(s):

This addresses subject learning objective(s):

1, 3 and 4

Type: Quiz/test
Groupwork: Individual
Weight: 30%

Assessment task 2: Analysis of Customer Lifetime Value Data and Report

Intent:

This develops Program Learning Objective/s – 1.1 and 2.2

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Type: Report
Groupwork: Individual
Weight: 70%

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

Elliot, G., Rundle-Thiele, S. and Waller, D., 2018. Marketing, 4th Edition, Australia.

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.