Excerpt from course description

Customer Value Analytics

Introduction

We witness an increased emphasis on ensuring return on marketing investments and financial sustainability of the marketing discipline. In this view, customers are assets that represent the firm's future profits and should be managed as such. This course exposes graduate students to this new role of marketing. It provides students with quantitative techniques to analyze customer value and the financial impact of customer relationship management and other marketing activities on customer value and, ultimately, firm value.

Course content

A central aspect of this course is customer value and the impact of marketing activities. The course consists of lectures and an Excel assignment. It contains a substantial quantitative component, making it a reasonably advanced marketing analytics course. We cover topics such as customer selection, customer lifetime value and equity, managing customers as investments, customer base analysis, and the link between customer relationship management and customer value.

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.