BUSI 2204

Chapter 5: Creating and Capturing Customer Value Content Covered: - Understanding customer value - Developing products - Crafting services - Building customer value - Capturing customer value

Chapter 4: Connecting with Customers Content Covered: - Developing effective customer relationships - Designing customer-driven marketing programs - Crafting customer-driven marketing strategies

Chapter 1: Introduction to Marketing Content Covered: - The scope and challenge of marketing - The marketing process - The customer-driven marketing strategy - The marketing environment - The company’s marketing mix - The company’s customer value proposition