Course objectives
The course Value-based Marketing offers a deep dive into contemporary marketing practices that prioritise creating, delivering, and communicating value for both customers and organisations. It examines how the concept of value has evolved in marketing, transitioning from a traditional product-centric focus to a more customer-centric and service-dominant approach.
Through experiential, creative, and collaborative practices, students learn how value is shaped through innovation, branding, service quality, and stakeholder engagement. The course explores key theories, including service-dominant logic, consumer culture theory, and value co-creation, and applies them to practical strategies for delivering exceptional customer experiences.
By the end of this module, students have a comprehensive understanding of value creation and management. They are equipped with the skills to drive innovation, build customer loyalty, and foster ethical and sustainable business growth in today's competitive marketplace.
Learning outcomes
Upon completion of the course, students are expected to be able to:
- Develop an advanced understanding of value-based marketing principles, including service-dominant logic, consumer culture theory, and the role of co-creation.
- Apply experiential and creative design thinking to create and manage service processes that enhance customer value.
- Analyse the role of innovation and new product development in value creation, with a focus on co-creative strategies.
- Examine how branding and integrated marketing communications contribute to the communication of value to customers.
- Critically assess service blueprinting and quality management practices, including strategies for addressing service failures and preventing value co-destruction.
- Understand the importance of internal marketing and stakeholder management in ensuring alignment with customer value propositions.
Course content
- Overview of key concepts, shift from product-centric to value-centric approaches.
- Critical, creative and experiential design thinking
- Service –dominant logic and value cocreation
- Consumer Culture theory
- Branding and brand management
- Enhancing brand personality and brand equity through Value-based Marketing
- Innovation and new product development
- Integrated Marketing Communications and its alignment with SDL
- Internal marketing
- Value-based Marketing for non-profit organisations