| Course ID: | MARK 7950. 3 hours. |
| Course Title: | Customer Analytics and Strategy |
Course
Description: | Customer analytics combines data on customers or potential
customers with statistical techniques to develop models of
customer behavior and inform marketing decisions. Built
around the customer lifecycle, this course emphasizes hands-on
analysis of real-world data with leading software tools to
address key issues, including customer value, acquisition,
development, and retention. |
| Oasis Title: | Customer Analytic and Strategy |
| Prerequisite: | (MARK 7100 and ECON(MARK) 4750/6750) or permission of department |
Semester Course
Offered: | Offered spring semester every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | • To provide a solid foundation in customer-centric
marketing
• To develop hands-on model building skills using
appropriate software tools and packages
• To understand the strengths and limitations of
different modeling approaches and how to properly interpret,
use, and communicate results
• To understand how customer databases combined with
analytic tools can help accomplish strategic marketing
initiatives |
| Topical Outline: | • Customer-Centric Marketing
• Customer Data and Privacy
• Customer Lifecycle
• Customer Economics
• Predictive Modeling
• Customer Strategy
• Ethical Considerations |