MK 376 - Managing Customer Value

This course establishes the strategic marketing structure for a firm’s ability to combine and manage the dimensions of product/service quality, customer service, and price in a way to create an enduring competitive advantage. The course uses a mix of lectures, discussion, cases and spreadsheet analysis to solve complex, unstructured problems that underlie the concept of customer value.

Credits: 4

Clock Hours - (Lect-Lab): (4-0)

Prerequisites: MK 350