 
UNIVERSITY OF TECHNOLOGY SYDNEY 
24109: Marketing and Customer Value 
Comprehensive Revision Guide and Course Notes 2026 
 
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24109: Marketing and Customer Value - at UTS

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ACADEMIC YEAR 2025 - 2026

University	University of Technology Sydney
Subject Code	24109
Subject Name	Marketing and Customer Value
Notes Title	Comprehensive Revision Guide and Course Notes
Format	PDF
Page Length	128

This comprehensive revision guide for Marketing and Customer Value at UTS provides students with the essential tools to excel in the subject. Covering all topics, it includes clear explanations, illustrations, and worked examples to foster a deeper understanding and application of key concepts. Logically structured, the guide highlights important theories and methods, supplemented with practical examples to ensure effective application. Updated to reflect current learning objectives, it equips you with the skills and knowledge needed to succeed in this subject.

This subject introduces the fundamentals of marketing with a customer-centric approach, examining both the traditional 4P's—Product, Price, Place, Promotion—and the consumer-focused 4C's—Consumer wants and needs, Cost, Convenience, Communication. You will develop skills in competitor analysis, digital and non-digital communication, and strategies to create customer value, ensuring you can respond adeptly to stakeholder demands in a dynamic environment.

✔ Upon completion of this subject, graduates will be able to:

Identify important marketing concepts, frameworks and theories
Apply important marketing concepts, frameworks and theories to a range of different business situations
Explain the impact of marketing practices within business and societal contexts
Present marketing solutions for customers and other stakeholders using appropriate analytical, critical thinking and communication skills

UNIT CODE	UNIT NAME
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
23566	Economics for Business 2
23567	Intermediate Microeconomics
23568	Intermediate Macroeconomics
23571	Introductory Econometrics
24109	Marketing and Customer Value
25503	Investment Analysis
25556	The Financial System
25620	Derivative Securities
26134	Responsible Evidence-Based Decisions
70110	Introduction to Law
79017	Taxation Law

TOVO.

24109: Marketing and Customer Value - at UTS

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