Content, progress and pedagogy of the module

The main purpose of firms is to satisfy the customer and create customer value, thus the creation of customer value is a critical task for marketers and central to sales management. After completing this course, we expect the student to have an in-depth understanding of customer value, including how organisations can compete on creating and delivering superior customer value.

During this module, students will explore key questions such as: what is customer value and why is it important in achieving competitive advantage? How can firms create superior customer value? Why are some firms better at creating superior customer value than others?

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• theories related to customer value creation and capture and reflect on the role of customer value in marketing strategy and sales management.
• how companies build superior customer value, including factors that foster or constrain firm’s ability to create customer value creation.
• methodological approaches to measure customer value.

Skills

The objective is that the student after the module possesses the necessary skills in:

• defining, conceptualizing and explaining how customer value relates to marketing and sales management.
• identifying central theoretical and practical problems within customer-driven marketing strategy and sales management.
• selecting and applying relevant methods to measure customer value both quantitatively and subjectively.

Competences

The objective is that the student after the module possesses the necessary competences in:

• analysing and evaluating a firm’s value proposition by applying relevant concepts and theories from the course.
• designing customer value-driven marketing strategies by applying relevant concepts and theories from the course.
• applying a customer values-based approach to sales management.

Type of instruction

For information see § 17.

Exam

Exams