MKX5751 - Delivering customer value

Leader: Associate Professor Chris Dubelaar

Offered

Caulfield First semester 2007 (On-campus)
Caulfield Second semester 2007 (Off-campus)
Caulfield Second semester 2007 (On-campus)

Synopsis

This unit deals with meeting customers' needs through the process of delivering value. Delivering value can take place either for products that are physically moved or in services where the encounter itself is a value delivery experience. This unit discusses how organisations can use the value paradigm to optimise their interactions with channel members and ultimately customers to maximise value for all parties in the relationship.

Objectives

The learning goals associated with this unit are to:

• describe how value is delivered
• define the role of the marketing channel in value delivery
• describe the nature of a marketing channel and explain how channels are used
• describe how channels deliver customer value
• describe alternative channel structures and give reasons for the selection of different structures.

Assessment

Research Report (1500 words): 15%
Minor Case Study (1500 words): 15%
Major Project: (3000 words): 30%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week.

Prerequisites

Students enrolled in course code 3802 (M.Mktg Stream B) have no prerequisites. All other students must have passed MKX9160