University of Technology Sydney

240700 Customer-Centric Marketing

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject examines how the connectivity and the availability of various technologies has radically changed the way companies interact with customers and other companies. They need to understand the myriad of customer touchpoints to develop customer-centric approaches to build, maintain and provide value. Within this context, this subject evaluates marketing frameworks and strategies to succeed in a world of constant change.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Identify core theories, concepts and frameworks of marketing and apply them within current business environments
2. Appraise the role of marketing in recognizing and addressing opportunities and challenges
3. Design and implement effective customer-centric strategies to create stakeholder value

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

  • Communication and collaboration
  • Professional and technical competence

This subject also contributes specifically to develop the following program learning objectives:

  • Communicate ideas, decisions and strategies clearly and apply interpersonal skills that are sensitive to diverse people, cultures and contexts (2.1)
  • Identify the opportunities and challenges in marketing and digital strategy and examine their impacts. Integrate creative solutions to generate actionable business solutions (4.1)

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. Students are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. Students are encouraged to actively provide feedback and interact with staff and other students. Online Zoom sessions will be held throughout the subject to allow students to interact, ask questions, and receive clarification and feedback.

Content (topics)

  • Marketing & the management process
  • Understanding marketing environments
  • Understanding customer segments
  • Creating value for customers

Assessment

Assessment task 1: Strategic Marketing Alignment Assignment (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 10%
Length:

500 words (+/- 10%), 2 pages maximum

Criteria:

Successful demonstration of good understanding of how corporate goals relate to the planned marketing strategy of an organisation.

Assessment task 2: Environmental Analysis (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 30%
Length:

1500 words (+/- 10%)

Criteria:
  • Critical evaluation of the environmental elements in the Analysis
  • Quality of analysis and appropriateness of the insights that identify opportunities and/or challenges
  • Professional written presentation

Assessment task 3: Customer analysis (Individual)

Objective(s):

This addresses subject learning objective(s):

2 and 3

Weight: 30%
Length:

1500 words (+/- 10%)

Criteria:
  • Critical analysis of the customer base
  • Level and depth of insight from analysis
  • Professional written presentation with clear recommendations

Assessment task 4: Presentation (Individual)*

Objective(s):

This addresses subject learning objective(s):

2 and 3

Weight: 30%
Length:

5 minute video
Criteria:
  • Relevance of customer centric recommendations to practice
  • Demonstrated understanding of strategies to drive value
  • Clarity and effectiveness of presentation information and recommendations

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

No required textbook. A collection of contemporary articles, online links and videos will be used in place of a textbook for this subject.

References

Elliot, Greg, Sharyn Rundle-Thiele, David Waller, Ingo Bentrott, Siobhan Hatton-Jones, and Pete Jeans (2020). Marketing, 5th Edition. Milton, Queensland: Wiley, ISBN 97-807-303-33739 (iStudy Pack).

Kotler, P. & Keller, K.L. 2015, Marketing Management, 15th edition, USA, Pearson.