24109 Marketing and Customer Value
The Complete Study & Assessment Guide · Spring 202624109 Overview
- UTS Business School
- Spring Session, 2026
- an undergraduate subject
- 6 credit points
- a customer-centric foundation marketing subject
24109 develops customer value, market environment, STP, consumer behaviour, research and integrated marketing actions across the product, price, promotion and place decisions. It is taught within UTS Business School. It is an undergraduate subject. It carries 6 credit points.
- Customer value is relational A feature matters only through the benefit, cost and alternative perceived by a defined customer.
- STP precedes tactics Segmentation, targeting and positioning decide whose response the mix is designed to change.
- Evidence becomes implication A statistic earns value only when the analysis explains what it means for a marketing decision.
What you get in the full 24109 Study & Assessment Guide
- 9 chapters, 25 pages — every assessed topic, week by week
- 12 original practice questions, each with a model answer
- 9 worked examples, solved the way 24109 marks
- 17 computed figures, redrawn from the course’s own numbers
- Before-you-submit checklist for the Consumer Blueprint (40%) — what markers reward, what costs marks
Free on this page: assessment table, chapter map, one worked example, key terms, FAQ. The rest is in the full study & assessment guide.
How 24109 is assessed
| Component | Weight | Format |
|---|---|---|
| Consumer Trend Study | 20% | Individual report due 24 August 2026 at 11:59 pm |
| Consumer Blueprint | 40% | Individual slide blueprint due 14 September 2026 at 11:59 pm |
| Research Participation | 5% | Current schedule places completion in Week 9; live task controls operation |
| Group Marketing Strategy Project | 35% | Group report slides, presentation and peer-review workflow in Weeks 10-12 |
Spring 2026 has no final examination. The current Canvas summary groups a 65% learning portfolio—Consumer Trend Study 20%, Consumer Blueprint 40% and research participation 5%—with a 35% group marketing strategy project. Live task pages control submission operation and permitted AI use.
What other students are asking about 24109
- Where can I find lecture notes or study guides for 24109 at UTS?
- The 24109 study guide in AskSia Library covers Marketing and Customer Value in 9 chapters, with the assessment table, a chapter-by-chapter topic map, key terms and a worked example, free to read on this page.
- Is there a final exam in 24109?
- No final exam is listed in the offering this AskSia Library guide is built from; 24109 is assessed by Consumer Trend Study 20%, Consumer Blueprint 40%, Research Participation 5%, Group Marketing Strategy Project 35%.
- What does 24109 cover on ethics, csr and sustainable marketing?
- In AskSia Library's 24109 guide, the Ethics, CSR and Sustainable Marketing chapter explains marketing ethics · corporate social responsibility · stakeholder value · evaluate a marketing action across customer, organisational and societal effects.
- What does 24109 cover on stp decision architecture?
- In AskSia Library's 24109 guide, the STP Decision Architecture chapter explains segmentation · targeting · positioning · move from heterogeneous market evidence to a target and differentiated position.
- What does 24109 cover on consumer decision and behaviour?
- In AskSia Library's 24109 guide, the Consumer Decision and Behaviour chapter explains consumer decision process · involvement · social influence · explain a consumer response using decision stage, involvement and influence.
Current 24109 dates
| Date | Item | Control |
|---|---|---|
| 24 August 2026 at 11:59 pm | Consumer Trend Study | 20% individual report. |
| 14 September 2026 at 11:59 pm | Consumer Blueprint | 40% individual slide task. |
| 19 October 2026 | Group strategy submission and presentation week | Current schedule; live Canvas controls exact components. |
Dates are as published in the current course materials. Confirm exact deadlines and submission settings in the live LMS.
What 24109 covers
The learning path moves from Marketing, Customer Value and Environment, through the problems opened by Market Research and Evidence, to the synthesis required in Consumer Blueprint and Strategy Integration.
Marketing, Customer Value and Environment
customer value · value proposition · marketing environment · connect an environmental change to a defined customer's value judgementDefine customer value
The course material gives this chapter a concrete anchor: Lecture 1 joins the meaning of marketing and customer value with micro and macro environmental analysis.
- customer value
- value proposition
- marketing environment
- Applying customer value
- Limits of value proposition and marketing environment
Ethics, CSR and Sustainable Marketing
marketing ethics · corporate social responsibility · stakeholder value · evaluate a marketing action across customer, organisational and societal effectsDefine marketing ethics
The course material gives this chapter a concrete anchor: The first-week materials place ethics, CSR and sustainability inside the marketing-value decision rather than after it.
- marketing ethics
- corporate social responsibility
- stakeholder value
- Applying marketing ethics
- Limits of corporate social responsibility and stakeholder value
STP Decision Architecture
segmentation · targeting · positioning · move from heterogeneous market evidence to a target and differentiated positionDefine segmentation
The course material gives this chapter a concrete anchor: Lecture and tutorial materials distinguish the three STP decisions and apply them to market cases.
- segmentation
- targeting
- positioning
- Applying segmentation
- Limits of targeting and positioning
Consumer Decision and Behaviour
consumer decision process · involvement · social influence · explain a consumer response using decision stage, involvement and influenceDefine consumer decision process
The course material gives this chapter a concrete anchor: Week 3 separates stages of the decision process from internal and external influences.
- consumer decision process
- involvement
- social influence
- Applying consumer decision process
- Limits of involvement and social influence
Market Research and Evidence
research question · secondary data · validity · turn a marketing question into credible evidence, insight and implicationDefine research question
The course material gives this chapter a concrete anchor: Week 4 links the research problem, data type, sampling and management decision.
- research question
- secondary data
- validity
- Applying research question
- Limits of secondary data and validity
Product and Price Decisions
product benefit · product lifecycle · perceived price · align the product benefit and price logic with the target positionDefine product benefit
The course material gives this chapter a concrete anchor: The current schedule assigns Product in Week 5 and Price in Week 6 within the customer-centric 4P/4C subject description.
- product benefit
- product lifecycle
- perceived price
- Applying product benefit
- Limits of product lifecycle and perceived price
Promotion, Place and Service Experience
integrated marketing communication · distribution channel · service encounter · connect communication promise, access and service deliveryDefine integrated marketing communication
The course material gives this chapter a concrete anchor: Weeks 7-9 progress from promotion to place and service marketing, while the blueprint task requires evidence of market response.
- integrated marketing communication
- distribution channel
- service encounter
- Applying integrated marketing communication
- Limits of distribution channel and service encounter
Digital, Social and Marketing Analytics
digital customer journey · marketing metric · attribution · select digital actions and metrics that match the customer journeyDefine digital customer journey
The course material gives this chapter a concrete anchor: The schedule closes with digital marketing and analytics, while earlier materials introduce metrics within the environment analysis.
- digital customer journey
- marketing metric
- attribution
- Applying digital customer journey
- Limits of marketing metric and attribution
Consumer Blueprint and Strategy Integration
consumer insight · consumer blueprint · integrated strategy · connect the trend study and consumer blueprint to an integrated group strategyDefine consumer insight
The course material gives this chapter a concrete anchor: The current assessment sequence moves from individual trend evidence to a consumer blueprint and then a group marketing strategy project.
- consumer insight
- consumer blueprint
- integrated strategy
- Applying consumer insight
- Limits of consumer blueprint and integrated strategy
It is positioned as a customer-centric foundation marketing subject.
Assessment builds one evidence arc from a target-market trend study and consumer blueprint into a group marketing strategy presentation.
Assessment in 24109 is distributed as follows: a 20% consumer trend study, 40% consumer blueprint, 5% research participation and 35% group marketing strategy project
The operational assessment conditions matter here.
No final exam; the schedule keeps students available during the examination period only for assessment follow-up.
What makes 24109 demanding is concrete: turning secondary evidence about a target market into a genuinely integrated marketing recommendation rather than listing a framework and unrelated tactics
No course-specific hurdle is published in the retrieved current assessment surface; the ordinary UTS subject pass standard and live instructions control.
For enrolment planning, The retrieved current Handbook record publishes no prerequisite for 24109.
The learning path moves from Marketing, Customer Value and Environment, through the problems opened by Market Research and Evidence, to the synthesis required in Consumer Blueprint and Strategy Integration.
Worked example · free
Turn trend evidence into a marketing implication
- 1Define the segment, behaviour and evidence boundary.
- 1Interpret the statistic as a friction signal rather than proof of one cause.
- 1Connect the insight to customer value and the convenience element of the 4Cs.
- 1Recommend a delivery-information change and one channel action.
- 1Name a measure and counter-explanation for the test.
Key terms
- customer value
- The customer's evaluation of benefits relative to monetary and non-monetary sacrifices and alternatives. This chapter uses the concept when students connect an environmental change to a defined customer's value judgement.
- value proposition
- A focused promise explaining why a defined customer should prefer an offering. It helps explain the reasoning required to connect an environmental change to a defined customer's value judgement.
- marketing environment
- Micro and macro forces that shape the organisation's ability to create and exchange value. Its limit matters because the same feature can create different value for another segment or context.
- marketing ethics
- Principles used to judge honesty, fairness, autonomy and harm in marketing decisions. This chapter uses the concept when students evaluate a marketing action across customer, organisational and societal effects.
- corporate social responsibility
- Organisational responsibility for social and environmental effects beyond immediate transactions. It helps explain the reasoning required to evaluate a marketing action across customer, organisational and societal effects.
- stakeholder value
- Benefits and burdens experienced by customers, employees, communities, partners and owners. Its limit matters because a lawful or profitable action can still shift material harm to another stakeholder.
- segmentation
- Division of a market into meaningfully different groups using relevant variables. This chapter uses the concept when students move from heterogeneous market evidence to a target and differentiated position.
- targeting
- Evaluation and selection of segment or segments the organisation will serve. It helps explain the reasoning required to move from heterogeneous market evidence to a target and differentiated position.
- positioning
- Design of the intended place an offering occupies in the target customer's mind relative to alternatives. Its limit matters because a segment must be measurable, reachable and useful for action rather than merely easy to label.
- consumer decision process
- The sequence of need recognition, information search, evaluation, purchase and post-purchase response. This chapter uses the concept when students explain a consumer response using decision stage, involvement and influence.
- involvement
- Personal relevance and perceived risk that affect the effort invested in a decision. It helps explain the reasoning required to explain a consumer response using decision stage, involvement and influence.
- social influence
- Effects of reference groups, culture and interpersonal signals on consumer interpretation and choice. Its limit matters because observed purchase or sentiment does not by itself identify the psychological mechanism.
- research question
- A precise statement of the information needed for a marketing decision. This chapter uses the concept when students turn a marketing question into credible evidence, insight and implication.
- secondary data
- Information originally collected for another purpose and reused for the current question. It helps explain the reasoning required to turn a marketing question into credible evidence, insight and implication.
24109 FAQ
How is 24109 assessed?
a 20% consumer trend study, 40% consumer blueprint, 5% research participation and 35% group marketing strategy project
What is the 24109 final assessed-task format?
No final exam; the schedule keeps students available during the examination period only for assessment follow-up.
Which offering does this 24109 guide cover?
It is aligned to Spring Session, 2026; confirm your enrolled class and timetable in the current institutional system.
Does 24109 have a hurdle or component-level pass rule?
No course-specific hurdle is published in the retrieved current assessment surface; the ordinary UTS subject pass standard and live instructions control.
Is this 24109 resource an official university guide?
No. It is an independent 24109 study resource; current institutional instructions remain authoritative for assessment operation.
How should customer value be used in 24109?
The customer's evaluation of benefits relative to monetary and non-monetary sacrifices and alternatives. This chapter uses the concept when students connect an environmental change to a defined customer's value judgement. Use it to connect an environmental change to a defined customer's value judgement; remember that the same feature can create different value for another segment or context.
How should corporate social responsibility be used in 24109?
Organisational responsibility for social and environmental effects beyond immediate transactions. It helps explain the reasoning required to evaluate a marketing action across customer, organisational and societal effects. Use it to evaluate a marketing action across customer, organisational and societal effects; remember that a lawful or profitable action can still shift material harm to another stakeholder.
Questions students ask in each 24109 chapter
- What is the main task in Marketing, Customer Value and Environment?
- Connect an environmental change to a defined customer's value judgement. Chapter 01 · Marketing, Customer Value and Environment
- What is the main task in Ethics, CSR and Sustainable Marketing?
- Evaluate a marketing action across customer, organisational and societal effects. Chapter 02 · Ethics, CSR and Sustainable Marketing
- What is the main task in STP Decision Architecture?
- Move from heterogeneous market evidence to a target and differentiated position. Chapter 03 · STP Decision Architecture
- What is the main task in Consumer Decision and Behaviour?
- Explain a consumer response using decision stage, involvement and influence. Chapter 04 · Consumer Decision and Behaviour
- What is the main task in Market Research and Evidence?
- Turn a marketing question into credible evidence, insight and implication. Chapter 05 · Market Research and Evidence
- What is the main task in Product and Price Decisions?
- Align the product benefit and price logic with the target position. Chapter 06 · Product and Price Decisions
- What is the main task in Promotion, Place and Service Experience?
- Connect communication promise, access and service delivery. Chapter 07 · Promotion, Place and Service Experience
- What is the main task in Digital, Social and Marketing Analytics?
- Select digital actions and metrics that match the customer journey. Chapter 08 · Digital, Social and Marketing Analytics
- What is the main task in Consumer Blueprint and Strategy Integration?
- Connect the trend study and consumer blueprint to an integrated group strategy. Chapter 09 · Consumer Blueprint and Strategy Integration
How to prepare for the assessments
Retrieve the course map, practise the recurring method—define the customer and value exchange, analyse environment, segment and behaviour evidence, then integrate product, price, communication and access decisions with a measurable stakeholder response—on changed scenarios, and verify every operational assessment detail in the live institutional system.
Your AI Marketing tutor for 24109
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