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.
- No final exam Spring 2026 is assessed through the portfolio and group strategy project.
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.
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. |
Current-offering dates captured in the course materials. Confirm changes and exact 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 judgement02Ethics, CSR and Sustainable Marketing
marketing ethics · corporate social responsibility · stakeholder value · evaluate a marketing action across customer, organisational and societal effects03STP Decision Architecture
segmentation · targeting · positioning · move from heterogeneous market evidence to a target and differentiated position04Consumer Decision and Behaviour
consumer decision process · involvement · social influence · explain a consumer response using decision stage, involvement and influence05Market Research and Evidence
research question · secondary data · validity · turn a marketing question into credible evidence, insight and implication06Product and Price Decisions
product benefit · product lifecycle · perceived price · align the product benefit and price logic with the target position07Promotion, Place and Service Experience
integrated marketing communication · distribution channel · service encounter · connect communication promise, access and service delivery08Digital, Social and Marketing Analytics
digital customer journey · marketing metric · attribution · select digital actions and metrics that match the customer journey09Consumer Blueprint and Strategy Integration
consumer insight · consumer blueprint · integrated strategy · connect the trend study and consumer blueprint to an integrated group strategyIt 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.
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.
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.
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