III. LEARNING OUTCOMES
Entrance Competencies
All students must have a working knowledge of basic business issues (e.g. management, marketing, economics, etc.) and the ability to communicate effectively both orally and in writing.Exit Competencies By the completion of GMP 5017, the student will be able to: 1) Explain what is meant by customer orientation and responsiveness.
2) Understand the concept of customer value and how it impacts business decision-making.
3) Discuss how the various components of customer value (quality, service, pricing, and image) interact to build customer satisfaction.
4) Use operations and logistics processes to improve the delivery, monitoring, and measurement of customer services.
5) Consider the impact of quality on the value of an organization's offering and how quality can be improved.
6) Understand how pricing contributes to perceived customer value.
7) Examine how the relationship marketing paradigm creates long-term customer value.
8) Demonstrate a mature level of communication skills, especially the ability to present and defend positions; this is predicated on a sound value/values-based, customer-driven decision-making framework which responds to the business challenges of complex, competitive, and changing global markets.
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IV. COURSE MATERIAL
- Required Materials
- Textbooks
Superior Customer Value in the New Economy: Concepts and Cases
- 2nd.Edition
- 2004
Johnson, Bill & Weinstein, Art
CRC Press
ISBN: 1-57444-356-9
- Articles
Aaker, D. (2002). "The Internet as integrator: fast brand building in slow-growth markets," Strategy + Business, 28 (3), 48-57.
Berger, P.D., et al. (2006), "From Customer Lifetime Value to Shareholder Value: Theory, Empirical Evidence, and Issues for Future Research, Journal of Service Research, 9 (2), 156-167.
Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J. ( 2006), "eWOM: The Impact of Customer-to-Customer Online Know-how Exchange on Customer Value and Loyalty," Journal of Business Research, 59, 449-456.
Guenzi, P. and Troilo, G. (2007), "The Joint Contribution of Marketing and Sales to the Creation of Superior Customer Value," Journal of Business Research, 60, 98-107.
Hunt, S.D., Arnett, D.B. and Madhavaram, S. (2006), "The Explanatory Foundations of Relationship Marketing Theory," Journal of Business & Industrial Marketing, 21 (2), 72-87.
Lin, G.T. and Lin, J. (2006), "Ethical Customer Value Creation," Journal of Business Ethics, 67, 93-105.
Matthyssess, P., Vandenbempt, K. and Goubau, C. (2009), "Value Capturing as a Balancing Act," Journal of Business & Industrial Marketing, 24 (1), 56-60.
Olaru, D., Purchase, S. and Peterson, N. (2008), "From Customer Value to Repurchase Intentions and Recommendations," Journal of Business & Industrial Marketing, 23 (8), 554-565.
Payne, A.F., Storbacka, K. and Frow (2008), "Managing the Co-creating of Value," Journal of the Academy of Marketing Science, 36, 83-96.
Petersen, J.A., et al. (2009), "Choosing the Right Metrics to Maximize Profitability and Shareholder Value," Journal of Retailing, 85 (1), 95-111.
Pires, G.D., Stanton, J. and Rita, P. (2006), "The Internet, Consumer Empowerment and Marketing Strategies," European Journal of Marketing, 40 (9/10), 936-949.
Roig J.C.F., et al. (2006), "Customer Perceived Value in Banking Services," International Journal of Bank Marketing, 24 (5), 266-283.
Rust, R.T. and Miu, C. (2006), "What Academic Research Tells Us About Service," Communications of the ACM, 49 (7), 49-54.
Sandstrom, S. et al. (2008), "Value in Use through Service Experience," Managing Service Quality, 18 (2), 112-126.
Smith, J.B. and Colgate, M. (2007). "Customer Value Creation: A Practical Framework.," Journal of Marketing Theory and Practice, 15(1), 7-23.
Trasorras, R., Weinstein, A. and Abratt, R. (2009), "Value, Satisfaction, Loyalty and Retention in Professional Services," Marketing Intelligence & Planning, 27 (5), 615-632.
Tsai, H. and Huang, H. (2007), "Determinants of Repurchase Intentions: An Integrative Model of Quadruple Retention Drivers," Information & Management, 44, 231-239.
Weiss, L., Capozzi, M., and Prusak, L. (Summer, 2004). "Learning From the Internet Giants," MIT Sloan Management Review, 24 (4), 79-84.
APA Manual
Effective October 1st 2009, the 6th edition of the APA Manual is required for all courses.
NSU Bookstore
Textbooks and Case Studies may be purchased from the NSU Bookstore (located in the University Park Plaza) by calling 1-800-509-2665 or online at http://www.nsubooks.bkstore.com.
- Recommended Materials
Basch, M.D. Customer Culture, Prentice-Hall, 2002
Carbone, L.P. Clued In: How to Keep Customers Coming Back Again and Again, Pearson Education, 2004.
DeBonis, J.N., Balinski, E.W., and Allen, P. Value-Based Marketing for Bottom-Line Success: 5 Steps to Creating Customer Value, McGraw-Hill and the American Marketing Association, 2003.
Jarvis, J. What Would Google Do?, HarperCollins,2009
Li, C. and Bernoff, J., Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, 2008.
McCormack, Kevin and Johnson, W. Business Process Orientation: Gaining the e-Business Competitive Advantage, St. Lucie/CRC Press, 2001.
Mittal, B. and Sheth, J. Value Space: Winning the Battle for Market Leadership, McGraw-Hill, 2001
O'Dell, S. and Pajunen J. The Butterfly Customer: Capturing the Loyalty of Today's Elusive Consumer, John Wiley and Sons, 2000
Peppers, D. and Rogers, M., Managing Customer Relationships, John Wiley & Sons, 2004
Reichheld, F. The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press, 1996
Rust, R., Lemon K., and Zeithaml, Customer Equity Management, Pearson Education, 2005.
Slywotzky, A. Value Migration, Harvard Business School Press, 1996
Weinstein, A. Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, 3rd Edition, Haworth Press, 2004
Zeithaml, V. and Parasuraman, A. Service Quality, Marketing Science Institute, 2004
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