Course Outline

MBAA 630 : Customer Value

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Last approved: Wed, 20 Jan 2016 13:55:04 GMT

Last edit: Wed, 20 Jan 2016 13:55:03 GMT

College of Business (WBUAD)
Customer Value
This course examines ways that high performing companies consistently meet and exceed customer desires. Emphasis is on understanding and identifying customers wants and needs, customer orientation, product or service differentiation and value-creating processes to attract, maintain, and retain customers through relationship management. Topics covered will provide managers with a blueprint for responding effectively to customer demands while creating value attributes to sustain an organization in service and product excellence. Customer value themes will address how companies respond to change, customer loyalty, and more. The course explores the use of best practices in various manufacturing and service related industries that model effective customer value behavior, customer satisfaction, e-services, integrated marketing communications, and information-based organizations.

This is a specialization course for the Masters of Business Administration in Aviation (MBAA) degree program. The course is designed to provide the student with an overview of customer value attributes relative to the marketing management domain.

Upon course completion, the student will be able to:

1. Explain the customer value (CV) concept and its relationship to product and service excellence in high performing companies. Specifically, understand the value attributes that drive sustainable value-creating processes in organizations.

2. Define and analyze customer value (CV) in various manufacturing and service related organizations.

3. Describe the key CV attributes found that will differentiate organization from their competitor with value-creating purpose and process.

4. Analyze the CV model in the context of how companies responding to change, customer loyalty, customer orientation, organizational behavior, and customer satisfaction.

5. Illustrate how the value funnel model can lead to best practices for manufacturing and service related industries implement CV initiatives in organizations.

6. Apply a case study analysis method using CV models that effective customer value behavior, customer satisfaction, e-services, integrated marketing communications, and information-based organizations.

Located on the Daytona Beach Campus, the Jack R. Hunt Library is the primary library for all students of the Worldwide Campus. The Chief Academic Officer strongly recommends that every faculty member, where appropriate, require all students in his or her classes to access the Hunt Library or a comparable college-level local library for research. The results of this research can be used for class projects such as research papers, group discussion, or individual presentations. Students should feel comfortable with using the resources of the library. 

Web & Chat:
Text: (386) 968-8843
Library Phone:  (386) 226-7656 or (800) 678-9428

American Psychological Association. (2012). APA style guide to electronic references. (6th ed.) Washington, DC: American Psychological Association. ISBN: 978-1-4338-0704-6. Retrieved from http: Shaw, Stephen (2011). Airline marketing and management. (7th ed.). Burlington, VT: Ashgate ISBN: 978-1-4094-0149-0. Retrieved From Although not required, the following is a recommended reading supplement from the eBook, Airline Marketing and Management (Hunt Library eBrary collection):

Written assignments must be formatted in accordance with the current edition of the Publication Manual of the American Psychological Association (APA) unless otherwise instructed in individual assignments.

ActivityPercent of Grade
Input Grading Item100

Undergraduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
60 - 69% D
0 - 60% F

Graduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
0 - 69% F
Michael D. Santonino III, D.B.A. - 2/18/2015
Dixie Button - 2/18/2015
Ronald Mau, Ph.D. - 2/18/2015
Dr. Bobby McMasters - 2/18/2015
1-4 Master of Business Administration/Aviation 1. Understand and apply sound and appropriate business practices, policy, procedures, regulations, ethics, concepts and skills.
2. Apply effective research skills and techniques such as, problem identification, defining the research question(s), and determining methodology, to business projects.
3. Apply appropriate quantitative, economic, marketing, planning, accounting, and financial analysis to business problem solving and decision making.
4. Apply sound and appropriate communication skills and techniques in the presentation of business problems and projects.
Key: 300