GRA 6435 Customer Value Analytics
GRA 6435 Customer Value Analytics
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.
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.)
- Being able to think about marketing actions in terms of financial implications.
- Acquiring some basic but important and frequently used Excel skills to implement the discussed models in Excel.
Thinking about marketing in terms of financial accountability and becoming more confident with mathematical and statistical modeling in general.
Being able to compute customer value and to model aspects impacting customer equity is central to the course. The course will consist of lectures and a group assignment; it will contain a large quantitative component. It should be interpreted as a reasonably advanced marketing research course.
The course will be a combination of lectures and a group assignment. It will contain a large quantitative component. We will cover topics such as customer selection, customer lifetime value, managing customers as investments, and customer base analysis.
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. The lecturer will assume that students have installed all software (Excel for most lectures, and possibly SPSS) and have downloaded all files made available on ItsLearning before each lecture starts.
All parts of the assessment must be passed in order to get a grade in the course.
The examination for this course has been changed starting academic year 23/24. It is not possible to resit the old version of the examination.
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.
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 30 Grouping: Group (2 - 3) Duration: 2 Week(s) Comment: Assignment Exam code: GRA 64352 Grading scale: ECTS Resit: Examination when next scheduled course |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 70 Grouping: Individual Support materials:
Duration: 3 Hour(s) Comment: Written examination under supervision. Exam code: GRA 64353 Grading scale: ECTS Resit: Examination when next scheduled course |
All exams must be passed to get a grade in this course.
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Group work / Assignments | 24 Hour(s) | |
Prepare for teaching | 100 Hour(s) | Includes small homeworks, processing of lecture slides and readings after each lecture, preparing for the exam etc. |
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.