240748 Delivering Customer Value3cp; availability: online coursework degrees students only
Requisite(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. See access conditions.
Anti-requisite(s): 24748 Deliver Customer Value
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.
Detailed subject description.