Marketing is evolving from an art to a science.  Many firms 
have extensive information about consumers’ choices and how 
they react to marketing campaigns, but few firms have the 
expertise to make full use of this information.  This course 
focuses on the analysis of customer databases to guide customer 
relationship strategy.  Customer-centric marketing views 
customers as assets of the firm and the goal is to use customer 
information to build customer loyalty and relationships, 
applying differential attention to more valuable customers with 
the ultimate goal of improving customer satisfaction while 
optimizing the current and future value of the customer base.  
Built around the notion of the customer lifecycle, this course 
emphasizes strategic initiatives in customer relationship 
management (CRM), including identifying good prospects and 
customer acquisition; customer development via up-selling, 
cross-selling and personalization; customer attrition and 
retention; and winback.  Topics covered include the 
satisfaction-profit chain, customer loyalty and loyalty 
programs, customer economics, including customer profitability 
and lifetime value, as well as ethical issues raised by the use 
of individual customer data.
The course will also cover – including the advantages, 
limitations, common uses and some best practice examples – 
commonly used marketing analytic tools and techniques.  These 
include decile analysis, RFM (recency/frequency/monetary) 
analysis, and predictive models using linear and logistic 
regression, and some data mining tools (e.g., classification 
trees such as CHAID).

The principal objectives of the course are:

•	To provide a solid foundation in customer-centric 
        marketing
•	To demonstrate how customer databases combined with 
        marketing analytics can help accomplish strategic
        marketing initiatives and improve firm profitability
•	To increase analytical skills through hands-on 
        application of database marketing analytics

Customer-Centric Marketing
Customer Databases
Customer Lifecycle
Customer Economics
Predictive Analytics
Strategic CRM Applications
Ethical Considerations