Course Title: Customer Value Strategy

Part A: Course Overview

Course Title: Customer Value Strategy

Credit Points: 12.00

Flexible Terms

Course Code




Learning Mode

Teaching Period(s)


City Campus


660H Graduate School of Business and Law


JanJun2020 (All)

Course Coordinator: Kevin Argus

Course Coordinator Phone: +61 3 9925 1457

Course Coordinator Email:

Course Coordinator Location: Building 13, Level 2

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course, you will approach the study of customer value from a strategic and customer-centric perspective, understanding its vital role in the achievement of business objectives. Software as a Service (SaaS) companies and a study of their business models will be a core focus as the emerging company type requiring customer success professionals. You will be introduced to the fundamentals of customer value strategy and value creation, and the key frameworks and models that underpin these theories drawing from domains such as marketing, strategy and customer behaviour. You will prepare customer value recommendations suitable for senior company and client stakeholders, identifying how these help achieve overarching business strategy and drive competitive advantage.

Objectives/Learning Outcomes/Capability Development

On successful completion of this course you will be able to:

CLO1 Evaluate the contribution of customer value to company and client business goals and objectives in various contexts.

CLO2 Design and employ plans to optimise the customer experience by using customer centred research processes to identify customer needs.

CLO3 Align customer value findings to company and client business strategies and present recommendations and customer value plans to key stakeholders.

Overview of Learning Activities

This course uses highly structured learning activities to guide your learning process and prepare you for your assessments. The activities are a combination of individual, peer-supported and facilitator-guided activities, and where possible project-led, with opportunities for feedback throughout. 

Authentic and industry-relevant learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights. 

Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone. 

The learning activities enable you to understand course learning resources and apply that learning to improve your own practice, for example by producing real-world artefacts and engaging in scenarios and case studies. 

This course will be delivered online via RMIT Online (in-house).


Overview of Learning Resources

Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources. 

Additional learning resources designed into the course, will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period. 

In your class environment, besides your learning activities you will also find 

  • All assessment briefs 
  • A course information page with a study schedule, 
  • Various communication tools to facilitate collaboration with your peers and facilitators, and to share information 

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 30% 
Linked CLOs: 1, 2

Assessment Task 2: 30% 
Linked CLOs: 1, 2, 3

Assessment Task 3: 40% 
Linked CLOs: 1, 3