Course 2019-2020 a.y.

20520 - MARKETING, CUSTOMER VALUE AND CORPORATE PERFORMANCES

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) - 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) - PPA (6 credits - II sem. - OP  |  SECS-P/08) - FIN (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
ANDREA ORDANINI

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


Mission & Content Summary

MISSION

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.

CONTENT SUMMARY

  • 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.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Identify the main components of customer engagement.
  • Understand key customer value metrics.
  • Assess strategic issues using value metrics.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Calculate attitudinal customer value metrics related to brands.
  • Calculate direct monetary customer value metrics (CLV).
  • Calculate indirect monetary customer value metrics (CRV, CIV, CKV).

Teaching methods

  • 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

DETAILS

  • 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.

Assessment methods

  Continuous assessment Partial exams General exam
  • Oral individual exam
     x
  • Group assignment (report, exercise, presentation, project work etc.)
     x

ATTENDING STUDENTS

  • Final oral exam – topics discussed in class (max 18 out 31 points).

    Individual assignment – class exercises (max 13 out of 31 points).


NOT ATTENDING STUDENTS

  • Final oral exam on the whole program (max 31 out 31 points).

Teaching materials


ATTENDING AND NOT ATTENDING STUDENTS

  • V. KUMAR, Profitable Customer Engagement: Concept, Metrics, and Strategies, Sage Publishing, 2013.
  • Additional material can be communicated at the beginning of the course.
Last change 20/04/2020 17:16