24748 Deliver Customer Value3cp; Attendance: 3 x 3hr hybrid classes on 1 March, 22 March, 19 April, 2pm-5pm in room CB08.04.009, plus self-directed learning
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 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.