Short course description:

This course will help you understand the customers and the value they add to an organization, as well as how the business organization can benefit a customer.

Career Focus:

Delivering Customer Value is designed to equip students to develop skills allowing them to gain insight from the concept of customer value and how to put it into practice. At the end of this course, students will be able to demonstrate an understanding of various theories and aspects of customer value. During the practical cases, students identify methods to get the overall business perspective on delivering customer value, helping to prepare for future strategic decisions in this area.

Educational objectives:

The course introduces you to the concept of customer value and how to put it into practice. At the end of this course, you will be able to demonstrate an understanding of various theories and aspects of customer value.

Course content:

The main objective of the course is to understand the principles of customer vale, followed by their application in business. The course will focus on skills training regarding strategies for transforming the value proposition into practice. The use of case studies, simulations and the built of a group project will help in understanding the different strategies organizations should consider for delivering value to their customers.

Specifically, the course will help you:
1. Understand the concept of customer value;
2. Understand why customer value is so important in today’s business environment;
3. Understand how value influences consumer behavior, respectively their loyalty to the brand;
4. Evaluate and operationalize marketing strategies necessary to create value for the client;
5. Have a customer-centric approach to critical thinking and business decision-making;
6. Understand the connection between customer value and brand loyalty.

Grading:

Grading will be based on class participation (group project, case studies) and written/oral exam.