Lec 06- Customer value and Role of AI in Value Delivery Process

Summary

This AI in marketing certification course module explores the role of AI in enhancing customer value and its integration into the value delivery process. It discusses the strategic and tactical aspects of marketing, emphasizing the importance of AI in optimizing operations and creating personalized customer experiences. The module also covers AI's impact on efficiency, process enhancement, and innovation across various industries, highlighting the potential for AI to drive value creation and transform business models.

Takeaways

• 📚 The course focuses on Module 6, which discusses the development of marketing strategies and plans using AI, emphasizing the role of AI in the value delivery process.
• 🤖 AI is increasingly important in marketing due to its ability to understand, attract, and retain customers by offering personalized experiences and real-time feedback.
• 🛍️ The value delivery process in businesses includes three phases: choosing value, providing value, and communicating value, which are crucial for sustained success.
• 🔑 Strategic marketing involves segmentation, targeting, and positioning to choose value, while tactical marketing uses the marketing mix (product, price, place, and promotion) to provide and communicate value.
• 📈 AI applications like computer vision, deep learning, and robotics process automation can optimize operations and reduce costs, leading to increased efficiency in the value chain.
• 🚀 Companies like JD.com have leveraged AI to improve operational efficiency, achieving a high percentage of same-day or next-day order delivery.
• 👟 Nike uses augmented intelligence to design customized shoes, demonstrating how AI can streamline the value chain from design to customer delivery within a short timeframe.
• 💼 AR Financial Services Group exemplifies the power of AI in the financial industry, serving a vast customer base with a fraction of the employees compared to traditional banks.
• 🔄 The value chain is a complex system of interconnected business activities that AI can help automate and manage more efficiently, reducing costs and improving decision-making.
• 🛠️ AI technologies are being adopted across various industries, with high-tech and telecom sectors leading the way, while traditional industries like construction are catching up.
• 🌐 Salesforce Einstein's use of AI to enhance sales processes and Stitch Fix's deployment of AI for understanding user preferences and stylist matching illustrate the diverse applications of AI in value creation.

Q & A

What is the main focus of Module 6 in the AI in Marketing certification course?

Module 6 focuses on 'Customer Value and the Role of AI in the Value Delivery Process', discussing how AI is integrated into the marketing strategies and plans to enhance customer value.

What are the three phases of the value delivery process mentioned in the script?

The three phases of the value delivery process are: choosing value, providing value, and communicating value.

How does AI contribute to the strategic and tactical aspects of marketing?

AI contributes to strategic marketing by aiding in segmentation, targeting, and positioning. In tactical marketing, AI enhances the marketing mix (product, price, place, and promotion) through personalized experiences, real-time feedback, and operational optimizations.

What is the significance of AI in optimizing operations within the value chain?

AI optimizes operations by improving efficiency, minimizing costs, and maximizing operational capabilities, which can lead to a shortened value chain, faster production speeds, and better inventory management.

Can you provide an example of how a company has used AI to improve operational efficiency?

GD.com, one of China's largest retailers, introduced AI to drive efficiencies in their operations, achieving a 92% same-day or next-day delivery rate for orders.

How does AR Financial Services Group utilize AI in its business model?

AR Financial Services Group uses AI and data from its core mobile payment platform to run a variety of businesses, including customer lending, money market funds, wealth management, health insurance, and even an online game that encourages reducing carbon footprints.

What is the role of AI in the value proposition and value chain strategy?

AI helps in creating value propositions that appeal to customers by understanding their needs and preferences. It also focuses internally on operations within the value chain, improving the efficiency and effectiveness of business processes.

What are the primary and support activities in a value chain?

Primary activities in a value chain include inbound logistics, operations, outbound logistics, marketing, and services. Support activities include procurement, technology development, human resource management, and infrastructure.

How can AI improve decision-making in the supply chain?

AI can analyze data to make better decisions about the purchase of materials, storage capacities, production plans, and more, leading to reduced costs and improved efficiency.

What are the three forms of AI-driven value creation mentioned in the script?

The three forms of AI-driven value creation are process efficiency, process enhancement, and product and service innovation.

What is the current state of AI adoption across different industries?

AI adoption varies by industry, with high-tech and telecom companies leading the way, while industries like construction have a lower level of AI implementation. This difference in adoption rates could potentially widen the AI gap between industries.

What are the five elements of the emerging technology landscape according to the IDEAS framework?

The five elements of the emerging technology landscape according to the IDEAS framework are Intelligence, Data, Expertise, Architecture, and Strategy.

Outlines

00:00

🤖 Introduction to AI in Marketing Strategies

The video script introduces Module 6 of an online certification course on artificial intelligence in marketing. It focuses on developing marketing strategies and plans using AI, with a particular emphasis on customer value and the role of AI in the value delivery process. The module aims to provide a background for understanding AI's implications in the customer value chain, exploring the emergence of AI in value delivery, and recognizing its importance in the value chain. It also discusses the current state of AI adoption in value chains and the level of industry adoption. The script outlines the value delivery process in businesses, which includes choosing, providing, and communicating value, and how AI can optimize this process for increasingly well-informed customers.

05:02

🛠️ AI's Impact on Value Chain Efficiency

This paragraph delves into how AI and algorithms are transforming traditional business processes to serve value more efficiently. AI applications, such as computer vision, deep learning, and robotics, are streamlining operations, improving production speed, and managing inventory flow. The script highlights the case of JD.com, a Chinese retailer, which has significantly increased operational efficiency through AI, allowing for same-day or next-day delivery. Another example is Nike, which uses augmented intelligence to design customized shoes within two weeks. The paragraph also discusses the rise of Ant Financial Services Group, which leverages AI and data to serve a vast number of customers with minimal human intervention, showcasing the potential of AI in operations and value chain delivery.

10:05

🔍 AI's Role in Value Chain and Strategic Decision Making

The script explains the relevance of AI in the value chain, which is a complex web of interconnected business activities. AI can improve efficiency and reduce costs by making better decisions about sourcing raw materials, storage capacities, and production plans. It also discusses how companies should reimagine their business models and work processes to capture the full potential of AI. The paragraph emphasizes the importance of core business processes in strategic decision-making and how AI can be incorporated into these processes for significant performance improvements. It also touches on the continuous improvement mindset required for AI transformations and the importance of ongoing AI adoption.

15:07

🚀 Forms of AI-Driven Value Creation

This section outlines the forms of value creation driven by AI, which include process efficiency, process enhancement, and product and service innovation. It provides examples of how AI can automate repetitive and challenging processes for humans, such as apple harvesting, and how it can enhance existing processes, like Salesforce Einstein's ability to prioritize high-value leads. The paragraph also discusses AI's role in creating new products and services, as demonstrated by Stitch Fix's use of AI for new clothing designs based on customer preferences.

20:08

📈 Current State of AI Adoption Across Industries

The final paragraph examines the current state of AI adoption in various industries, noting that the level of adoption varies significantly. It reports that while over 30% of high-tech and telecom companies have implemented AI technologies, only 15% of construction companies have done so, indicating a potential AI gap between industries. The script also mentions that traditional industries, such as manufacturing, retail, and healthcare, have legacy systems where certain types of AI can be deployed quickly to add value. It concludes by discussing the five elements of the emerging technology landscape—intelligence, data, expertise, architecture, and strategy—which will be detailed in the next module.

Keywords

💡Artificial Intelligence (AI)

AI refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. In the context of the video, AI is central to developing marketing strategies and plans, optimizing the value delivery process, and creating personalized customer experiences. The script mentions AI's role in understanding, attracting, and retaining customers by offering surplus value and real-time feedback.

💡Customer Value

Customer value is the worth or usefulness that customers perceive in a product or service. The video discusses how businesses aim to provide customer value at a profit, emphasizing the importance of optimizing the value delivery process to ensure sustained success. The script outlines the value delivery process, which includes choosing, providing, and communicating value to increasingly well-informed customers.

💡Value Delivery Process

The value delivery process is the series of activities a business undertakes to deliver value to its customers. The script describes this process as having three phases: choosing value, providing value, and communicating value. It is through this process that businesses can ensure sustained success by offering superior value to customers.

💡Strategic Marketing

Strategic marketing involves the long-term planning and decision-making processes that determine how a business will achieve its objectives. In the script, strategic marketing is associated with the first phase of the value delivery process, which is choosing value through segmentation, targeting, and positioning.

💡Tactical Marketing

Tactical marketing refers to the specific actions or strategies used to implement the broader strategic marketing plan. The script identifies providing and communicating value as part of tactical marketing, which is achieved through the marketing mix of product, price, place, and promotion.

💡Marketing Mix

The marketing mix, often referred to as the 'four Ps' (product, price, place, and promotion), is the set of variables that a company manipulates to improve sales. The script explains that these elements are part of tactical marketing and are used to provide and communicate value to customers.

💡Operations Optimization

Operations optimization is the process of making business operations more efficient and effective. The video script discusses how AI can help in operations optimization by improving production speed, managing inventory flow, and streamlining operational processes, thus reducing costs and enhancing capabilities.

💡Value Chain

A value chain is a model that identifies key activities that create value and cost in a specific business. The script explains that the value chain includes primary activities like inbound logistics, operations, and marketing, as well as support activities like technology development and infrastructure. AI is highlighted as instrumental in improving efficiency and reducing costs within the value chain.

💡AI Adoption

AI adoption refers to the extent to which businesses have integrated AI technologies into their operations. The script explores the current state of AI adoption in value chains, noting that while some industries have embraced AI more than others, there is a risk of an 'AI gap' developing between technology-focused industries and others.

💡Process Efficiency

Process efficiency is the degree to which a process is performed in the most effective and least wasteful way possible. The video script mentions that AI can improve process efficiency by automating repetitive tasks, thereby reducing the need for labor and enhancing the overall productivity of the business.

💡Product and Service Innovation

Product and service innovation involves creating new or improved offerings that meet customer needs or create new market opportunities. The script provides an example of Stitch Fix, a company that uses AI to identify popular clothing features and recommend new combinations to its in-house design team, leading to the creation of innovative products.

Highlights

Introduction to Module 6 on developing marketing strategies and plans using AI, focusing on customer value and AI's role in the value delivery process.

The importance of understanding AI implications in the customer value chain and its emergence in value delivery.

AI's relevance and importance in the value chain, and its role in AI-driven value creation.

The value delivery process in business includes choosing, providing, and communicating value to customers.

Strategic marketing involves segmentation, targeting, and positioning to choose value, while tactical marketing focuses on the marketing mix for providing and communicating value.

AI's impact on optimizing the value delivery process through algorithms, rather than traditional business processes.

AI applications such as computer vision, deep learning, and robotics process automation that improve operational efficiency.

Case study of a Chinese retailer using AI to achieve 92% order delivery on the same or next day, showcasing AI's efficiency in operations.

Nike's use of augmented intelligence for custom shoe design, reducing the end-to-end process time to 2 weeks.

The rise of Ant Financial Services Group, using AI and data for a variety of businesses, serving more customers with fewer employees.

The value proposition and value chain strategy, focusing on the integration of demand and supply sides of the business.

AI's role in the value chain, from sourcing raw materials to reaching the end consumer, and its potential for improving efficiency and reducing costs.

United States Cold Storage's use of AI for automated appointment schedulers, reducing time and labor wastage.

The importance of examining cost and performance in value-creating activities and AI's role in improving them.

The need for companies to reimagine their business models and work processes to capture the full promise of AI.

The continuous improvement mindset required for AI transformation, as it is an ongoing process rather than a one-time effort.

AI's potential for process efficiency, enhancement, and innovation in product and service design.

Current state of AI adoption in value chains, with a focus on functional areas and industry adoption levels.

The importance of the IDEAS framework for companies investing in AI, covering intelligence, data, expertise, architecture, and strategy.

Conclusion summarizing the importance of customer value, AI's amalgamation with customer value, and its role in value chain and delivery.

Transcripts

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welcome to this nbdl online

certification course on artificial

intelligence in marketing and now we

will talk about module six so as you can

see from this slide now we are

discussing chapter 2 that is developing

marketing strategies and plans using Ai

and uh this is the first module in this

chapter 2 that is module six which talks

about customer value and role of AI in

value delivery process so let us start

with module 6 and these are the things

that we will talk about in this module

so to lay the background for

understanding ing AI implications in

customer value

chain so that is already there in that

Essentials of marketing course to

explore the emergence of AI in value

delivery to understand the relevance of

AI for Value chain to recognize the

importance of AI in value chain and to

explore forms of AI driven value

creation then we will talk about

understanding current state of AI

adoption in value chains and to gauge

the level of Industry adoption of AI now

let us look at the marketing and the

customer

value every business is a value delivery

system the objective of any business is

to provide customer value at a profit so

that is obviously an objective of of

every company the value delivery process

includes three phases phase one is the

choosing value phase two is providing

value and phase three is communicating

the value only by optimizing the value

delivery process and choosing providing

and communicating Superior value to

increasingly well-informed buyers can a

business ensures sustained success so

keep in mind that we are talking of

increasingly well-informed

customers the first phase of choosing

the value is the essence of strategic

marketing while the other two phases

namely providing and communicating value

is the part of tactical marketing so

this is a strategic marketing and these

two are tactical marketing choosing the

value through strategic marketing

achieved by the combination of

segmentation targeting and positioning

so these three things they form the part

of a strategic

marketing providing and communicating

the value is achieved by the means of

tactical marketing which is expressed

through the mix of product price place

and promotion together called as four

piece or the marketing mix so these four

piece

are providing and communicating

value and they are tactical

marketing while

STP is choosing

value and this is strategic marketing

strategic marketing and tactical

marketing when they come together they

constitute marketing strategy so major

marketing related tasks involved in each

phase are displayed in figure one on the

next slide so this is the value delivery

process the first is choose the value

the second is provide the value and the

third is communicate the value and this

is the value creation and delivery

process so here we talk of customer

segmentation Market selection and focus

and value positioning then we talk of

product development service development

pricing sourcing making and distributing

services and at the third is the sales

force sales promotion and advertising

and this is the value delivery

process

now let us look at the value delivery

process and AI there are hundreds of

different ways of optimizing the value

delivery process by deciding how form

will Source create sell communicate and

deliver value to the customers in recent

years the business world has seen the

emergence of artificial intelligence as

the main source of Val creation and

delivery so this is

why artificial intelligence is so

important for marketing that it has now

become a main source of value creation

and

delivery so there is a rise of new kind

of forms where value is served up by

algorithms rather than traditional

business processes operated by workers

managers process Engineers or customer

service Representatives Ai and

algorithms can help business understand

attract and retain their customers by

offering them Surplus value personalized

experiences and realtime feedback AI

also helps the efficiency of value Chain

by operation optimized for a firm so

that is another advantage that the

operations are optimized inefficient

operations slow down the movement of

products through the value chain moving

the customer further away from a

successful

purchase AI applications assisting with

operations optimizations are designed to

improve operations efficiency and

effectively by minimizing cost and Ma

maximizing operational capabilities

AI applications for this purpose include

AI related cnsi Services computer vision

deep learning Edge

AI intelligent applications machine

learning robotics process Automation and

virtual assistants all these AI

applications shorten the value Chain by

improving production speed and managing

inventory flow to the customer

streamlining operational processes

creates efficiencies across the value

chain for example gd.com one of the

China's largest retailers has introduced

AI to drive efficiencies in their

operations the introduction of AI

applications allowed the retailer to

deliver 92% of the order on the same or

the next day now you see this is the

amount of efficiency that they have

achieved Nik implemented augmented

intelligence to design customized shoes

for its customers and the end to endend

process only takes 2 weeks from the

design to customer delivery So within 2

weeks that is 14 days 14 to 15 days the

design and delivery happens optimizing

operations can offer unexpected benefits

by increasing operational

efficiency increasing agility and speed

across the value chain these

improvements should be driving force

behind implementing AI in operations and

value chain delivery now let us look at

the rise of anunt financial Services

Group uring the financial transformation

in 2019 just 5 years after the AR

Financial Services Group was launched

the number of consumers using its

services passed the 1 billion Mark AR

Financial uses artificial intelligence

and data from alipe its

core Mobile payment platform to run an

extraordinary variety of

businesses its businesses include

customers Lending

money market funds wealth management

health insurance and even an online game

that encourages people to reduce carbon

Footprints the company serves more than

10 times as many customers as the

largest US Banks with less than one 10th

the number of employees now you see this

is the

efficiency and Effectiveness that has

come

in they have 10 times more customers

with one/ tenth of employees unlike

traditional Banks investment

institutions and insurance companies

there is no manager approving loans no

employee providing Financial advice and

no representative authoring medical

expenses rather everything is being done

by AI without the operating constraints

that limits traditional forms AR

Financial can compete in unprecedented

ways and Achieve unbridled growth and

impact across a variety of Industries

next comes the value proposition and the

value chain value proposition is the

element of strategy that looks outward

to the

customers at the demand side of the

business the value chain focuses

internally on operations so that is

customer

facing and this is operations

facing the strategy is fundamentally

integrative bringing the demand and

Supply site together so a strategy links

value proposition and the value chain

and that is the job of a

strategy typically value propositions

based on needs appeal to a mix of

customers who might defy traditional

demographic segmentation now let us look

at what is value chain a value chain is

a tool for

identifying Key activities that create

value and costs in a specific businesses

so we are looking at the value and the

cost the value chain comprises primary

activities and support activities that

create value and cost in a specific

business and are performed

to

design produce market deliver and

support its

products so this is what a value chain

looks like so these are the primary

activities inbound Logistics operations

outbound logistic marketing and services

and these are secondary activities and

these are primary activities and

secondary activities includes

procurement technology development human

resource management and

infrastructure and the firm's

infrastructure so the the combination of

these primary and secondary activities

will lead to margin so if the

combination is is is good then this

margin may increase if it is

not good then the margins May

decrease now let us look at the

relevance of AI in value chain a value

chain is a complex interconnected web of

business

activities which is automated and

managed by several

stakeholders so keep in mind that it is

a complex interconnected web of business

activities some of them are automated

and they are managed by several

different stakeholders so there is no

one person that is or one organization

that is managing the value chain the

process begins with sourcing raw

material from suppliers and ends with

the product reaches the end consumer it

is a prime example of an environment

where artificial intelligence can help

improve efficiency and reduce cost

businesses can leverage AI to make

better decisions about the purchase of

materials so now you see that we are now

using AI to decide about the purchase of

material draw material storage cap

capacities production plans and and and

much more by understanding the use of AI

in the supply chain the United States

Cold Storage one of the largest cold

storage companies developed and

automated appointment schedulers to

accurately predict the arrival time of

carriers and the time taken to service

them while scheduling an appointment so

that reduces lots of wastages

wastages in terms of time in terms of

Labor and in terms of

money the firm's task is to examine its

cost and performance in each value

creating activities and look for ways to

improve it so all the value creating

activities we have to look for the cost

and performance and then how to improve

that the rise of AI Technologies is

generating Noel opportunities so now

with AI we can have Noel opportunities

for companies in each value creating

activity to create additional customer

value to capture the full promise of AI

companies must reimagine their business

models and the way work gets done the

Core Business processes are highly

relevant in a form's decision to a

incorporate AI in a strategic decision-

making processes so these Core Business

processes Define how to incorporate AI

in the Strategic decision- making

process when incorporating AI The Firm

should identify a crucial business

process also referred as domain and

rethink it completely introducing

changes throughout an entire core

process Journey or function which will

lead to a major Improvement in

performance that isolated application

simply cannot match it also will enable

each AI initiatives to build off from

the the previous ones for example

reusing data or advancing capabilities

for a common set of

stakeholders and trigger an organic

cycle of change within the domains and

ultimately build momentum for the use of

AI throughout the large organization as

Business Leaders and employee see it

work

moreover this approach promotes a

mindset of continuous Improvement in the

workforce so that mindset is also

important that comes in this Workforce

the mindset of continuous Improvement

which is crucial because AI technology

is advancing rapidly requiring

organizations to think of AI

Transformations as

ongoing rather than onetime

efforts so this AI transformation is

ongoing process it is not that you you

implement AI one time

and and then it ends no

no it is

continuous now let us look at the forms

of AI driven value creation AI is

improving precision and speed in many

value chains phases such as

Communication customer insights design

manufacturing deliver designing

manufacturing delivering and Retail

by improving the prion and speed of

these functions the following key

improvements are possible one is process

efficiency another is process

enhancement the third is product and

service Innovation so these are the

forms of AI driven value efficiency the

process efficiency process enhancement

and the product or service Innovation

now let us look at what AI efficiency is

and how AI process efficiency is and how

AI is going to benefit that so AI

automation often improves repetitive

processes that are not enjoyable and

challenging for humans for example

abundant robotics have designed AI

powered automated machines to harvest

apples reducing the amount of Labor

needed since manual apple picking is

physically demanding and labor Supply is

low Farms have an incentive to improve

this process so obviously this was a

time consuming and money consuming

process so Farms has had had an

incentive to improve this process the

next comes process enhancement AI can

also enhance existing processes leading

to better outcomes for the customers so

earlier we were talking about efficient

uh creating efficiency in the processes

now we are talking of enhancing those

processes so that uh it can lead to

better out outcomes for the users for

example Salesforce Einstein can provide

leads for a salesperson and hide those

that have a very low likelihood of

converting to a sale this enhances the

sales process allowing Executives to

debate high quality time to high value

leads so this matchmaking

makes the process enhances the process

the third is product or service

Innovation so AI can enable the creation

of new products and services as seen

with Stitch fix a personal styling

service e-commerce company AI can power

new product design using data from

multiple sources to predict

styles that can resonate with the

customers so now ai is being used for

new product

designs the company uses AI to identify

popular clothing features and recommend

new combination of these features to

stitch fix in-house design team so the

design team can can come up with an

entirely new product a different kind of

product so current state of a adoption

and value chain the first is the

functional areas of AI deployment

companies are experimenting with and

adopting AI Technologies across their

value chains most of these efforts have

been invested in non-core support

functions so we are talking of non-core

support functions in one survey of 3,000

professionals over 25% of respondents

reported having adopted AI in each of

the following support

functions one is the it so they are

using AI in it customer services

Marketing sales and Finance and

Accounting all all at all these places

the AI has been

deployed however in contrast to how

other new digital technologies have

entered the Enterprise companies are

also investing in uh investing in AI for

core

functions so till now the companies were

investing in non-c functions now the

company have also started investing in

core functions for ex for

example Stitch fix deploys deep learning

to understand a user's clothing

style so this is one type of AI to

understand the users clothing style

based on the Styles they like on P and

also deploys machine learning to match

stylists with users so on the one hand

it is coming up with new Styles and

other on the other hand it is also

matching stylist with the users next let

us look at the industry adoption level

so as to be expected the role of AI play

in value chain today varies by industry

so some are more some are at a higher

level of adoptions are at the lower

level of adoption so according to a

McKenzie report over 30% of Hightech and

telecom companies have implemented at

least one AI technology whereas only 15%

of construction companies have pursued

such advancements going forward there is

a risk that differing rates of adoption

could widen the AI gap between

technology focused Industries and other

Industries so obviously this technology

focused industry will adopt will use AI

more as as compared to the other

industry so while technology Centric

Industries may be investing in AI more

heavily than other

Industries opportunities still exist for

strong return on investment for targeted

application in more traditional

Industries so although AI is being used

in technology Centric industry but there

is a huge

scope of using AI in more traditional

and mature

Industries like your

construction Jim siai VP of product

marketing for Salesforce so

salesforce.com is the company Salesforce

Einstein advocated that because of a

very fact that traditional Industries

such as Manufacturing

retail and Healthcare have Legacy

systems certain types of AI can be

deployed relatively quickly and add

value so because they are they are

mature Industries so they have certain

types of uh Legacy systems but still in

those Industries also AI can be

deployed to add value so retail is in

the middle range of AI adoption and

investment growth so AI

adoption and investment growth and

investment coming back to AI uh and

value chain businesses can employ AI in

corporate support functions customer

predictions and content

Effectiveness companies that want to

invest in key digital Technologies such

as cloud computing and AI should focus

on five elements of emerging technology

landscape the five elements are

this emerging technology landscape the

five elements of which are intelligence

two data three expertise the fourth is

architecture and the fifth is

strategy which comes from ideas

framework so this ideas framework as you

can now

see it stand for intelligence data

expertise architecture and strategy and

that we will discuss uh in detail in the

next module so to conclude we have

discussed the importance of customer

value in marketing and studied the

customer value chain one second we have

discussed the amalgamation of AI and

customer

value the third we have discussed the

relevance of and importance of AI in

value chain and value delivery and then

we have understo we have explored the

three forms of AI driven value creation

which are process efficent icy process

enhancement and product and service

enhancements AI is being implemented

across the value chain in the functional

areas of

AI customer service Marketing sales

Finance and

Accounting and then finally we have

discussed the adoption level of AI in

different industry which is obviously

different at different points in time

across different Industries and these

are the books from which the material

for this module was taken thank

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you