Course content

Global customer values - an introduction
- The creation of customer values ("value for money")
- The creation of economic customer values ("money for value")
- The creation of a customer oriented organizational culture ("businesslike customer orientation")

Customer value in global business markets
- Understanding customer value in global business markets
- Creating customer value in global business markets
- Delivering customer value in global business markets

Customer values in consumer markets
- Measurements of customer preferences
- Measurements of the importances of attributes with respect to value creation in consumer markets

Economic customer values
- Customer profitability and equity analysis
- Customer profitability and risks (customer credit risks, country risks, etc.)
- Customer segments based on customer profitability etc.

Customer relationships, business-like customer orientation (the creation of reciprocal and long-term additional value) and a customer-value oriented organisational culture (based on customer and market orientation, social responsibility and sustainable economic development)
Customer loyalty models (relationships between attributes, customer satisfaction, image/reputation, customer loyalty and customer profitability), customer barometers, etc.

Learning outcome

Learning outcome - Knowledge
- Be competent in the field's terminology.
- Have in-depth competence in customer values on international business and customer markets (what generates customer value, how to develop customer value and how to supply customer value).
- Have advanced knowledge in market-oriented accounting and profitability analyses, especially with respect to the elaboration of customer profitability accounting and customer profitability analyses including customer segmentation approaches and customer credit risks.

Learning outcome - Skills
- Be able to communicate problems, issues and analyses in the field, and draw conclusions.
- Know how to use various tools when analyzing customer values.

Learning outcome - General competence
- Have in-depth knowledge about attitudes and drivers of change processes concerning customers (market orientation, customer orientation, etc.).
- Ability to contribute to an innovative and profitable further development of the customer value proposition.

Learning methods and activities

A combination of multimedia, lectures, case, discussion, presentations and guest lectures. Active participation in the classes is strongly recommended.

Further on evaluation

The assignment is a group assignment that shal be handed in at the end of the semester.

Specific conditions

Required previous knowledge

As for the study programme.

Credit reductions