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Course 2016-2017 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  |  12 credits 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
  • Customer Engagement Framework.
  • Customer Lifetime Value (CLV): what is and how it is calculated.
  • Examples of CLV uses: CRM; acquisitions, co-branding, litigations.
  • Customer/Business Referral Value (CRV/BRV).
  • Customer Influence Value (CIV).
  • Customer Knowledge Value (CKV).

Detailed Description of Assessment Methods
Attending students:
  • Final written exam (2/3 of the total grade)
  • Project (data + calculus) (1/3 of the total grade)
Non - Attending students:
  • Final written exam (1/1 of the total grade)

Textbooks
Attending and Non Attending Students:
    V. Kumar, Profitable Customer Engagement: Concept, Metrics, and Strategies, Sage Publishing, 2013.
  • Slides and additional material Blackboard.
Last change 15/05/2017 11:09