Course Title: Customer Value Strategy

Part A: Course Overview

Course Title: Customer Value Strategy

Credit Points: 12.00

Course Coordinator: -

Course Coordinator Phone: +61 3 9925

Course Coordinator Email:

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 

Learning Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located on the RMIT Library website. 

Overview of Assessment

This course has three assessments, all of which must be completed. A total mark of 50% is required for a pass in the course.

  1. Organisational case study (Weighting 30%); CLO1, CLO2
  2. Customer value proposition map (Weighting 30%); CLO1, CLO2, CLO3
  3. Customer value recommendations report (Weighting 40%); CLO1, CLO3