Course 2017-2018 a.y.

20520 - MARKETING, CUSTOMER VALUE AND CORPORATE PERFORMANCES


CLMG - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - II sem. - OP  |  SECS-P/08) - IM (6 credits - II sem. - OP  |  SECS-P/08) - MM (6 credits - II sem. - OP  |  SECS-P/08) - AFC (6 credits - II sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - II sem. - OP  |  SECS-P/08) - CLELI (6 credits - II sem. - OP  |  SECS-P/08) - ACME (6 credits - II sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08) - GIO (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
ANDREA ORDANINI

Classes: 31 (II sem.)
Instructors:
Class 31: ANDREA ORDANINI


Course Objectives
This applied course aims to provide the students with the fundamental analytical techniques to estimate the economic value of a customer base. Students learn the concept of Customer Lifetime Value and how to calculate it, in its various forms. At the end of the course, students know how to connect marketing choices and results with firm overall performances.

Course Content Summary
  • Marketing as an investment and customers as key resources.
  • Customer lifecycle: acquisition, consumption, retention, referral.
  • Customer Lifetime Value (CLV): what is and how it is calculated.
  • CLV and economic value of the firm: analytical models.
  • Examples of CLV uses: acquisitions, co-branding, litigations, etc.
  • Customer-based strategy and organization.

Detailed Description of Assessment Methods
For attending students
  • Final written exam (2/3 of the total grade).
  • Project (data + calculus) (1/3 of the total grade).
For non attending students
  • Final written exam (1/1 of the total grade).

Textbooks
  • V. Kumar, Profitable Customer Engagement: Concept, Metrics, and Strategies, Sage Publishing, 2013.
  • Slides and additional material Learning Space.
Last change 25/05/2017 15:04