University of Technology Sydney

24109 Marketing and Customer Value

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 24108 Marketing Foundations



In a changing world, organisations are increasingly called to respond to the needs and wants of customers and other external stakeholders. This subject covers the basic principles of marketing and focuses on the customer. As well as the traditional 4P’s (Product, Price, Place and Promotion), students explore a more consumer-based perspective on the marketing mix to include the 4 C’s of marketing – Consumer wants and needs, Cost, Convenience, and Communication. The subject also places a special focus on cultivating knowledge and skills related to analysing competitors, digital and non-digital communication, and developing strategies for generating customer value.

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.