Content, progress and pedagogy of the module

Content: The main purpose of firms is to satisfy the customer and create customer value. Thus, in the strategic management of marketing activities the creation of customer value is a critical task for marketers. This module covers various contents revolving around creating value for customers in the strategic marketing of firms.

Progress: After completing this course, we expect the students to have an in-depth understanding of customer value, including for example how organizations can compete on creating and delivering superior customer value, and how it relates to strategic marketing, which is essential to the organization. We expect students to become knowledgeable in the covered contents as well as skilled in rigor thinking when applying the theoretical concepts and theories to real-world situations.

Pedagogy: Participants learn through in-class lectures, discussions, and case-studies. During this module, students will explore key questions, such as: Why is customer value important to achieve competitive advantage and why are some firms better at doing so than others? How do companies structure manage and measure the performance of their marketing strategies?

Learning objectives

Knowledge

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

• Theories and concepts related to customer value creation and the role of customer value in marketing strategy.
• How companies build superior customer value, including factors that foster or constrain a firm’s ability to create 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.
• Identifying central theoretical and practical problems within customer-driven marketing strategy.
• Selecting and applying relevant methods to measure customer value both quantitatively and qualitatively and arguing scientifically, practically, and contextually for the potentials and limitations of these methods.
• Making decisions about marketing strategies and how to plan and implement them.

Competences

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

• Analyzing 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.

Type of instruction

For information see § 17.

Exam

Exams