GRA 6435 Marketing Finance
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APPLIES TO ACADEMIC YEAR 2012/2013
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GRA 6435 Marketing Finance Responsible for the course Rutger Daniel van Oest Department Department of Marketing Term According to study plan ECTS Credits 6 Language of instruction English Introduction The CEO’s mandate is to increase the firm value to the benefit of owners, society, and other stakeholders. Within the boundaries of finite budgets this is an issue of allocating scarce resources to where the highest return can be gained. Marketing is the function most exposed to the revenue side of the firm, and we witness an increased emphasis on ensuring return on marketing investments. With this, customers should be viewed as assets representing the firm’s future cash flow. The objective of this course is hence 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 and hence firm value. Learning outcome The learning outcome of this course is to appreciate the concept of marketing accountability and acquire concrete quantitative techniques to put into practice. Prerequisites Bachelors degree qualifying for admision to the MSc programme. The course is open to graduate finance students who have covered courses in marketing management and multivariate analyses. Compulsory reading Collection of articles: A collection of scientific articles from journals such as Journal of Marketing, Journal of Marketing Research and Marketing Science Other: During the course there may be hand-outs and other material on additional topics relevant for the course and the examination. Recommended reading Books: Gupta, Sunil, Donal R. Lehmann. 2005. Managing customers as investments : the strategic value of customers in the long run. Wharton School Publishing Other: Will be presented during the course or you can ask the lecturer Course outline Marketing Finance is founded on three pillars: marketing theory, applied statistics, and investment theory from finance. The objective is to integrate these three disciplines into a framework allowing participants to perform data driven decisions illuminating the consequences of different marketing investments before and after they were made. 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 resonably advanced marketing research course. Computer-based tools Microsoft Word, Microsoft Excel and SPSS Learning process and workload A course of 6 ECTS credits corresponds to a workload of 160-180 hours. 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. Section # 1: Customer Selection Section # 2: Valuing Customers Section # 3: Managing Customers as Investments Section # 4: Intro to Customer Base Analysis Please note that it is the student’s own responsibility to obtain any information provided in class that is not included on the course homepage/It's learning or text book.
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