Course 2015-2016 a.y.

20520 - MARKETING, CUSTOMER VALUE AND CORPORATE PERFORMANCES


CLMG - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT

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) - CLAPI (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)
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

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 & Non Attending Students

• V. Kumar (2013). Profitable Customer Engagement: Concept, Metrics, and Strategies. Sage Publishing
• Slides and additional material – Learning Space
Exam textbooks & Online Articles (check availability at the Library)
Last change 24/06/2015 12:46