Managing Customer Value

The course consists of 

1. Pre-recorded lectures. The videos of all lecture units can be watched and worked on by the students in the virtual classroom;

2. In presence lectures, exercise classes and tutorials (not recorded). In these live sessions we will take an in-depth look at the contents of the lecture units as well as tutorials and all students’ questions about all lecture units and tutorials are discussed. 

3. Guest lectures by leading marketing experts and marketing professionals.

The course is split into eleven lecture units:

Part A – Introduction to Customer Value

01. Creating and Capturing Customer Value

Introduces the core idea of value exchange between firms and customers. Covers how organizations design offerings that customers value and how firms, in turn, capture value (revenue, loyalty, equity).

02. Emergence and Evolution of Customer Value

Explores how customer value has evolved over time—from product-centric and transaction-based views to relationship-driven, experience-based, and co-created value in digital ecosystems.

03. Identifying Customer Value, Needs, and Preferences

Focuses on understanding customers through research and insights. Topics include customer needs, wants, expectations, perception of value, and behavioral drivers.

Part B – Creating Customer Value

04. Segmentation, Targeting, and Positioning (STP)

Examines how firms divide markets into meaningful segments, select attractive target markets, and position offerings to deliver superior customer value relative to competitors.

05. Innovation and Product Management

Covers value creation through innovation, new product development, product lifecycle management, and aligning offerings with evolving customer needs.

Part C – Communicating Customer Value

06. Marketing Communication in an Omni-Channel World

Explains how firms communicate value consistently across multiple channels (online, offline, social, mobile), ensuring a unified brand message.

07. Content Marketing & Storytelling

Focuses on using valuable, relevant content and storytelling to engage customers, build trust, and clearly articulate the brand’s value proposition.

Part D – Delivering Customer Value

08. Omni-Channel & Integrated Marketing Strategies

Examines how organizations deliver value seamlessly across channels, integrating sales, service, logistics, and marketing to support the customer journey.

09. Personalization & Customer Experience (CX)

Explores how data, technology, and design are used to personalize interactions and create meaningful, consistent, and memorable customer experiences.

Part F – Capturing Customer Value

10. Pricing and Price Management

Covers value-based pricing, pricing strategies, price perception, and revenue management—ensuring prices reflect customer value while supporting profitability.

11. Customer Management

Focuses on long-term value capture through customer relationships, including customer lifetime value (CLV), retention, loyalty programs, and customer engagement strategies.

Course Material

ILIAS Forum

Participants can download all lecture slides, exercise class materials, and tutorial materials from ILIAS (login via University Account: https://cas.uni-mannheim.de/cas/login) ). 

In addition, a discussion forum is available on ILIAS. This forum is designed to support communication among course participants and also serves as the primary point of contact with the lecturer. Please feel free to post any course-related questions—whether organizational or content-related—directly in the forum. At the same time, we kindly ask you to refrain from sending inquiries by email.

Virtual Classroom 

Participants of the course can download the slides and watch the pre-recorded videos of all lecture units in the virtual classroom of the course. In the pre-recorded videos all slides of the lecture units are presented. The slides and content presented in the videos are all exam-relevant.  

You can access the virtual classroom of the course on the following website:

https://www.managingcustomervalue.education/