GRA 6435 Customer Value Analytics

GRA 6435 Customer Value Analytics

Course code: 
GRA 6435
Department: 
Marketing
Credits: 
6
Program of study: 
Master of Science in Strategic Marketing Management
Course coordinator: 
Rutger Daniel van Oest
Product category: 
Master
Portfolio: 
MSc in Strategic Marketing Management
Semester: 
2020 Spring
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

We witness an increased emphasis on ensuring return on marketing investments, and thus financial sustainability of the marketing discipline. With this, customers should be viewed as assets representing the firm’s future cash flow. The objective of this course is to expose our graduate students to the new role of marketing and provide them with quantitative techniques to compute customer value and the financial impacts of various marketing decisions on customer value, and ultimately firm value.

Learning outcomes - Knowledge

The learning outcome of this course is to appreciate the concept of marketing accountability and acquire concrete quantitative techniques to put into practice. The course takes several angles to compute customer value (e.g., survey-based data versus behavioral customer data, contractual versus non-contractual settings, analytical formulas versus empirical analysis, etc.)

Learning outcomes - Skills

Being able to think about marketing actions in terms of financial implications.

Acquiring some basic but very important (and frequently used) Excel skills to implement the discussed models in Excel.

General Competence

Thinking about marketing in terms of financial accountability and becoming more confident with mathematical and statistical models.

Course content

Being able to compute customer value and to model aspects impacting customer equity is central to the course. The course will consist of a combination of lectures and group assignments and will contain a large quantitative component. It should be treated as a reasonably advanced marketing research course.

Teaching and learning activities

The course will be a combination of lectures and group assignments. It will have a large quantitative component in it and should be treated as a reasonably advanced marketing research course. We will cover topics such as customer selection, customer lifetime value, managing customers as investments and customer base analysis.

Software tools
SPSS
Additional information

Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.

This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.

At resit, all exam components must, as a main rule, be retaken during next scheduled course.

Qualifications

All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 64351
Grading scale:
Point scale
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No 2 Week(s)Group (2 - 3)Assignment
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 64351
Grading scale:
Point scale
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No 2 Week(s)Group (2 - 3)Assignment
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 64351
Grading scale:
Point scale
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
60Yes3 Hour(s)
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
Individual Written examination under supervision.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group (2-3)
Support materials:
Duration: 2 Week(s)
Comment:Assignment
Exam code:GRA 64351
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group (2-3)
Support materials:
Duration: 2 Week(s)
Comment:Assignment
Exam code:GRA 64351
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
Duration:3 Hour(s)
Comment:Written examination under supervision.
Exam code:GRA 64351
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Type of Assessment: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100
Sum workload: 
0

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.