240748 Delivering Customer Value

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
Credit points: 3 cp

Subject level:

Postgraduate

Result type: Grade and marks

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

Description

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.

Subject learning objectives (SLOs)

1.	Explain the importance of customer value for an organisation
2.	Evaluate key marketing theories, frameworks and concepts, and apply these to new or existing organisations to create and deliver value
3.	Recommend how to communicate and deliver value for organisational offerings

Contribution to the development of graduate attributes

The subject introduces students to key marketing concepts, tools and techniques that can assist organisations in driving current and future customer value. It also introduces quantitative methods for assessing customer value. The learning activities enable students to develop and apply relevant business knowledge and concepts in relation to customer value. Their business practice skills are further developed through learning activities related to the creation of the customer lifetime value report.

This subject is aligned with the following Graduate Attribute(s):

• Professional and technical competence

Teaching and learning strategies

Orientation activities
Preparation for the Session - students are expected to undertake activities prior to the first week. These activities (approximately two hours in duration) include online readings, videos (database searching) and interaction with peers and are important in helping students prepare for the subject’s Assessment Tasks. This also provides students with an opportunity to meet and interact with peers.
Students will learn through independent learning activities, group work, peer review, and participation in collaborative online sessions through the learning management system.

Independent learning activities
Relevant readings, videos and activities will be made available online relevant to the topic of the week. Students are expected to come to the collaborative online sessions prepared. This will enhance the students’ ability to progress successfully throughout the subject and complete assessment items effectively. The online material aims to enhance students’ understanding of the topic or delve deeper into a more specific area. Information and links to all these learning activities can be accessed via Canvas as well as the subject outline.

Online collaborative sessions
The online collaborative sessions will provide opportunities for group activities and discussion, self-assessment, peer review and formative feedback from the subject facilitator. Online collaborative sessions will be conducted at a time that enables the majority of students to contribute.

Feedback
Feedback will be frequent and takes several forms including self-assessment and peer review. Formative feedback throughout the subject aims to increase student performance at summative assessments.

Content (topics)

• Consumer behaviour
• Customer lifetime value
• Market segmentation, targeting, and positioning
• Customer analytics
• Digital and social marketing

Assessment

Assessment task 1: Customer Value Analysis (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2
Weight:	20%
Criteria:	Persona suitability Framework application: Concept clarity and completeness Level and depth of insight Quality of report, including visuals

Assessment task 2: Customer Journey Map Report (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2
Weight:	20%
Criteria:	Theory application, clarity and completeness Interconnections Level and depth of insight Quality of recommendations Quality of report

Assessment task 3: Communicating and Delivering Customer Value Report (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	60%
Criteria:	Theory application, clarity and completeness Depth of Analysis Interconnections Relevance to practice Report Quality

Minimum requirements

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

Required texts

There is no required textbook. Resources will be made available through the learning management system as required.

References

Elliot, G., Rundle-Thiele, S. and Waller, D., 2018. Marketing, 4th Edition, Australia.

Hemann, C. and Burbary, K., 2013. Digital marketing analytics: making sense of consumer data in a digital world. Pearson Education.

Kotler, P., Roberto, N. and Lee, N.R., 2002. Social marketing: Improving the quality of life. Sage.

Lilien, G.L. and Rangaswamy, A., 2004. Marketing engineering: computer-assisted marketing analysis and planning. DecisionPro.