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.
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.
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