BRL-109 IGNOU Handwritten Assignment 2026-27

Course Scope and Syllabus Overview for BRL-109: Customer Value Management

BRL-109: Customer Value Management is a specialized elective under the Bachelor of Business Administration (Retailing) programme, designed to equip students with strategic insights into customer-centric business practices. This course explores the theoretical and practical dimensions of delivering superior value to customers, aligning organizational goals with consumer expectations. Through a structured examination of customer behavior, loyalty, and retention strategies, students gain proficiency in developing customer value propositions that drive competitive advantage in dynamic retail environments. The curriculum integrates case studies, real-world business scenarios, and analytical frameworks to foster critical thinking. It emphasizes the intersection of customer psychology, market trends, and operational execution, ensuring graduates can implement data-driven value management techniques in diverse business contexts.

Key Syllabus Units and Topics

• Unit-1 Introduction to Customer Value Management: This unit establishes foundational concepts, defining customer value as the perceived benefit derived from products or services relative to their cost. It explores the evolution of customer value management in modern business landscapes and its role in shaping organizational strategies.
• Unit-2 Understanding Customer Buying Cycle and Customer Value: Students analyze the stages of the customer buying cycle, from awareness to post-purchase evaluation, while examining how each phase influences perceived value. The unit covers behavioral theories and models like the AIDA framework to optimize customer engagement.
• Unit-5 Customer Value Expectations: Focuses on the factors that shape customer expectations, including psychological, social, and situational influences. It discusses techniques to align product/service offerings with these expectations to enhance satisfaction and loyalty.
• Unit-10 Customer Loyalty and Customer Retention: Delves into strategies for fostering long-term customer relationships, including loyalty programs, CRM (Customer Relationship Management), and retention tactics. The unit emphasizes the cost-effectiveness of retaining existing customers versus acquiring new ones.
• Unit-18 CVM: A Competitive Differentiator for a Retail Organization: Examines how customer value management serves as a key differentiator in retail, analyzing case studies of successful implementations. It explores how retailers leverage value propositions to outperform competitors in crowded markets.

Frequently Asked Questions

Q: What is the passing mark for the BRL-109 assignment in the IGNOU Bachelor of Business Administration (Retailing) programme?
A: The passing mark for the BRL-109 assignment is 40%, where a minimum of 40 out of 100 marks must be secured to qualify for the examination.

Q: How are marks distributed in the BRL-109 examination, and what weightage does the assignment carry?
A: The BRL-109 examination consists of 80 marks for the theory paper and 20 marks for the assignment. The assignment carries a 20% weightage in the overall evaluation, making it a critical component for final assessment.