20520 - MARKETING, CUSTOMER VALUE AND CORPORATE PERFORMANCES
Course taught in English
Go to class group/s: 31
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.
- Marketing as an investment and customers as key resources.
- Customer Engagement: acquisition, extension, retention, referral, influence.
- 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 Referral Value: solicited influence.
- Customer Influence Value: word-of-mouth.
- Customer Knowledge Value: information from customers.
- Identify the main components of customer engagement.
- Understand key customer value metrics.
- Assess strategic issues using value metrics.
- Calculate attitudinal customer value metrics related to brands.
- Calculate direct monetary customer value metrics (CLV).
- Calculate indirect monetary customer value metrics (CRV, CIV, CKV).
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Exercises (exercises, database, software etc.)
- Case studies /Incidents (traditional, online)
- Individual assignments
- Group assignments
- Exercises: wide set of calculus exercises related to the application of the value metrics.
- Group Assignment: data collection and analysis of direct value metrics applied to a real selected brand.
|Continuous assessment||Partial exams||General exam|
Final oral exam – topics discussed in class (max 18 out 31 points).
Individual assignment – class exercises (max 13 out of 31 points).
- Final oral exam on the whole program (max 31 out 31 points).
- V. KUMAR, Profitable Customer Engagement: Concept, Metrics, and Strategies, Sage Publishing, 2013.
- Additional material can be communicated at the beginning of the course.