24748 Delivering Customer Value3cp; 10hrs face-to-face (2 x 3.5hrs, 1 x 3hr); additional learning activities provided online via Canvas
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 240748 Delivering 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 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.
Detailed subject description.