RSM 1350: Managing Customer Value
The premise in this course is that customer value is a prerequisite to business success. We explore what the term “customer value” means, how to align the company’s product or service with customer needs and distinguish it from competitive offerings. The task involves marshalling the efforts of the company and its network partners to provide customers with a superior total package of benefits – comprising the product itself, associated services, brand image, appropriate pricing and availability. An intimate understanding of customers’ needs and behaviour is critical and we will focus strongly on this topic. Students will be engaged in active research and interpretation of information about potential areas for delivering value. The course develops skills in strategy development, research and analysis, and judgment in making business decisions that touch on customer value.