Module Descriptors
MANAGING CUSTOMER VALUE
XXXX56901
Key Facts
Faculty of Business, Education and Law
Level 5
30 credits
Hours of Study
Scheduled Learning and Teaching Activities: 72
Independent Study Hours: 228
Total Learning Hours: 300
Assessment
- GROUP PRESENTATION weighted at 20%
- REPORT weighted at 80%
Module Details
Module Learning Strategies
48 hours of formal lectures / large group activity
24 hours of tutorial
228 hours of directed independent study
The lecture / tutorial pattern may vary with some activities taking place in medium sized workshop groups.
There will be formative feedback to monitor progress during the module, in addition to the summative assessment (oral presentation and report)
24 hours of tutorial
228 hours of directed independent study
The lecture / tutorial pattern may vary with some activities taking place in medium sized workshop groups.
There will be formative feedback to monitor progress during the module, in addition to the summative assessment (oral presentation and report)
Module Additional Assessment Details
The assessment will be case study based and examine aspects of marketing and operations management. This will comprise:
A group based oral presentation at the end of
Teaching Block 1 (Tests Learning Outcomes 3 & 4) 20%
A group based investigation, resulting in an
individual report of 3,000 words at the end of
Teaching Block 2 (Tests Learning Outcomes 1, 2, 3, 4 & 5) 80%
A group based oral presentation at the end of
Teaching Block 1 (Tests Learning Outcomes 3 & 4) 20%
A group based investigation, resulting in an
individual report of 3,000 words at the end of
Teaching Block 2 (Tests Learning Outcomes 1, 2, 3, 4 & 5) 80%
Module Indicative Content
Understanding and Defining Customer Value
- Defining 'value' from the perspective of both the customer (consumer and business to business) and the marketing organisation.
- Understanding and defining customer expectations.
- Researching the market to identify where 'value' can be provided to the customer.
Delivering and Managing Customer Value
- Planning how to deliver and manage customer value.
- Delivery mechanisms: Product, service, distribution through suppliers, pricing, promotion, physical evidence, processes, people and brand.
- Managing the resources, knowledge and processes that deliver customer value: Innovation and product development, customer relationship management, supply chain management, service quality.
Maintaining and Controlling Customer Value
- Customer relationship management
- The role of performance and quality standards: Total Quality Management, JIT, Service quality, customer perception analysis, marketing research, objectives and goals and budgets for example.
- Defining 'value' from the perspective of both the customer (consumer and business to business) and the marketing organisation.
- Understanding and defining customer expectations.
- Researching the market to identify where 'value' can be provided to the customer.
Delivering and Managing Customer Value
- Planning how to deliver and manage customer value.
- Delivery mechanisms: Product, service, distribution through suppliers, pricing, promotion, physical evidence, processes, people and brand.
- Managing the resources, knowledge and processes that deliver customer value: Innovation and product development, customer relationship management, supply chain management, service quality.
Maintaining and Controlling Customer Value
- Customer relationship management
- The role of performance and quality standards: Total Quality Management, JIT, Service quality, customer perception analysis, marketing research, objectives and goals and budgets for example.
Module Texts
Johnson R. & Clark P. (2001). Service Operations Management. FT Prentice Hall. (ISBN 0273646575)
Kotler P, & Armstrong G. (2004). Principles of Marketing, 6th Edition. Prentice Hall. (ISBN 0130980390)
Marketing & Logistics Group (Cranfield). (2000). Marketing Management: A Relationship Marketing Perspective. Palgrave Macmillan (ISBN 0333777506)
McDonald. (2002). The New Marketing, Transforming the Corporate Future. Butterworth Heinemann. (ISBN 0750653876)
Slack N., Chambers S. & Johnson R. (2001). Operations Management, 3rd Edition. FT Prentice Hall. (ISBN 0273646575)
Kotler P, & Armstrong G. (2004). Principles of Marketing, 6th Edition. Prentice Hall. (ISBN 0130980390)
Marketing & Logistics Group (Cranfield). (2000). Marketing Management: A Relationship Marketing Perspective. Palgrave Macmillan (ISBN 0333777506)
McDonald. (2002). The New Marketing, Transforming the Corporate Future. Butterworth Heinemann. (ISBN 0750653876)
Slack N., Chambers S. & Johnson R. (2001). Operations Management, 3rd Edition. FT Prentice Hall. (ISBN 0273646575)
Module Resources
Business Library
Internet
PC with 'Office' software
Case Library
Internet
PC with 'Office' software
Case Library