UNIVERSITY OF TECHNOLOGY SYDNEY
24109 Marketing and Customer Value
Comprehensive Revision Guide and Course Notes 2023
 
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University of Technology Sydney - 24109 Marketing and Customer Value

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ACADEMIC YEAR 2022 - 2023

University	University of Technology Sydney
Study Level	Undergraduate
Subject Code	24109
Subject Name	Marketing and Customer Value
Guide Title	Comprehensive Revision Guide and Course Notes
Page Length	129

The updated study material for Marketing and Customer Value (24109) provides a concise yet comprehensive summary of crucial concepts and explanations necessary for UTS students to prepare for assessments and the final exam. It covers a range of topics, including consumer behaviour, segmentation, targeting, positioning, product strategy, and pricing strategy. By employing this guide, students can gain a deep understanding of marketing foundations, develop the skills to identify market opportunities, segment and profile target consumers, apply effective marketing tactics, and competently analyse marketing problems to recommend appropriate actions. This guide contains the latest and most relevant information to maximise students' success in the subject.

In a changing world, organisations are increasingly called to respond to the needs and wants of customers and other external stakeholders. The Marketing and Customer Value (24109) subject covers the basic principles of marketing and focuses on the customer. As well as the traditional 4P’s (Product, Price, Place and Promotion), students explore a more consumer-based perspective on the marketing mix to include the 4 C’s of marketing - Consumer wants and needs, Cost, Convenience, and Communication.

Major topics to be covered include:

The role of marketing within the organization and society
Strategic marketing and planning
Digital marketing and communication
Customer value, behaviour, and insights
4Ps: Product, Price, Place and Promotion
4Cs: Consumer wants and needs, Cost, Convenience, and Communication
Ethics and Regulations
Marketing analytics

The subject also places a special focus on cultivating knowledge and skills related to analysing competitors, digital and non-digital communication, and developing strategies for generating customer value.

SUBJECT CODE	SUBJECT NAME
20504	Quantitative Business Analysis
21212	People and Organisations
22108	Accounting and Accountability
22208	Accounting, Business and Society
22320	Accounting for Business Combinations
22321	Cost Management Systems
23115	Economics for Business
23507	Time Series Econometrics
23566	Economics for Business 2
23567	Intermediate Microeconomics
23568	Intermediate Macroeconomics
23571	Introductory Econometrics
24109	Marketing and Customer Value
25300	Fundamentals of Business Finance
25503	Investment Analysis
25556	The Financial System
25557	Corporate Finance: Theory and Practice
25579	Applied Portfolio Management
25620	Derivative Securities
26134	Business Statistics
70110	Introduction to Law
79017	Taxation Law

University of Technology Sydney - 24109 Marketing and Customer Value

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