240748 Delivering Customer Value
3cp; availability: online coursework degrees students onlyRequisite(s): 250720c Applied Financial Management
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 24748 Delivering Customer Value
Postgraduate
Description
This subject helps students understand the customer and the value they add to an enterprise, as well as how an enterprise can benefit a customer. It 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 enterprise. Topics in the subject are reinforced by the use of actual marketplace data and analytics to measure and estimate the effects of an enterprise marketing effort.
Detailed subject description.