Creating Value with Customer and Market Analytics
This course teaches you to find and extract important market and customer data, to know what marketing is working or not working for your own firm and it shows you how to employ analytics in practice in a simple way, using just Excel.
WHY Creating value with customer and market analytics?
Never before has managers had this much information on their customers, partners and competition at disposal to make informed and smarter decisions; yet they are more than ever criticised about the lack of actionable insights that derive from it.
In this course you learn how to increase the effectiveness of marketing decisions. We use an “Explain-Show-Do-Practice” approach to teaching that encompasses explanations in the lectures followed by a combination of class discussion, case study analysis and practical hands-on exercises in Excel.
We do not go deeply into the statistics and mathematics behind the methods and tools, but rather provide you with an understanding of what the model could be used for, intuitively how it works, which data you need to have and how to evaluate the output you get from the analyses.
TOPICS in this course include:
- Analysing and visualising your customer and product data
- Understanding and segmenting customers and markets, identifying high value future customers
- Exploring your brand positioning against competition and devising potential actions to improve it
- Implementing hands-on tools to develop new products and calculate how much customers are willing to pay for the new or changed product or service
- Developing and measuring effectiveness of loyalty programmes, marketing campaigns, multiple-channels and social media investments
- Evaluating how to optimally allocate resources across different products, channels and sales representatives
WHO IS THIS PROGRAMME FOR?
- Executives who are in traditional leadership/management positions - of business units, products and functions - who need to understand how to better leverage data to improve business performance.
- Executives who already have expertise in analytics, but whose roles and projects are becoming increasingly strategic, so they need to develop further strategic skills and understanding.
This course is intended for executives interested in driving business performance, whether they have an extensive marketing or analytics background or not.
"This course has given me a very steep and interesting learning curve. I certainly have learned more than I expected when I signed up for this."
"It has been an very interesting and comprehensive course. It took some time for me to process everything, but during the home- and project assignment I realized how much I have learned. Matilda Dorotic took us through a future-oriented and insightful journey and provided us with some strong tools."
This course is 15 credits and is conducted through a combination of campus and online learning process. The campus module will consist of 3 sessions x 2 days. The online module will combine online content, videos and excercises to support the learning, both individually and in groups. The combination of campus and online learning process equals 75 lecturing hours over one semester.
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 that is not included on the course homepage or other course materials.
In each session, students will have an opportunity to learn hands-on different tools in Excel software with add on modules. In-class and online exercises will include working on available datasets and case study datasets.
Participating in the course will require access to a pc/laptop with Microsoft Excel installed.
Read the admission requirements for this programme.
There are no requirements for prior knowledge beyond the admission requirements.
The students are evaluated through an individual home assignment and a (final) term paper. The term paper accounts for 60% of the total grade, and may be written individually or in groups of maximum three persons. The individual 72 hour home assignment accounts for 40% of the total grade. All evaluations must be passed to obtain a certificate for the course.
Both the term paper and home assignment are based on the application of the concepts and tools learned in the course and provides an opportunity to implement the learned skills on your firm’s data in the final project.
Teaching language is English.
A syllabus is available in the student portal for applicants who have been admitted to the programme. Username and password for the student portal will be sent to you before the start date.
The tution fee is charged in advance of the semester. You will find the invoice under My invoice in the student portal.
See Tuition Fees at BI Norwegian Buisness School for complete overview.
Please note that the licence for the add-in to the windows version of microsoft excel is required for this course! This add-in to Microsoft Excel adds statistical analysis features to basic Microsoft Excel functionality. The costs of a student's academic subscription to the software and business cases for six months is approximately 45 US dollars (around 370 NOK, subject to exchange rate fluctuations).
The individual licences for the software are paid by the students!
Interested students can find more details about the software at http://www.decisionpro.biz/students. Note: Mac users can obtain the same functionalityas Windows users by using the Windows virtual machine software.
In addition, the course may use selected Harvard business cases for which participants can obtain a student access from Harvard Business Publishing (HBP). Up to four cases could be used in the course and students are required to pay for the access to the case studies from HBP (the average price per case for students is around 4.5 US dollars (around 35 NOK per case)).
Matilda Dorotic is an Associate Professor in the Department of Marketing at BI. Her research interests include customer engagement, customer value management, effectiveness of rewarding and loyalty programmes. Recently, she has also focused on how leaders can analyse the effect of big data and social media, new ways of looking at customer lifetime value and ROI in marketing.
Please don’t hesitate to contact us if you have any questions or would like further information about our Executive Programmes.
With all of our master programmes, you will have a direct contact person who will be available from the time of application until the final exam.
Oslo: Erlend Sørensen
Telephone: +47 90707575 - E-mail: firstname.lastname@example.org
Oslo: spring 2020
Module 1: 05.03 - 06.03
Module 2: 02.04 - 03.04
Module 3: 07.05 - 08.05
We reserve the right to make changes to the schedule.