Course description

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.

Course content

Being able to compute customer value and to model aspects impacting customer equity is central to the course. The course will consist of a combination of lectures and group assignments and will contain a large quantitative component. It should be treated as a reasonably advanced marketing research course.

Learning outcome knowledge

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.)

Exam organisation

  • Written assignment: 20%
  • Written assignment: 20%
  • Written exam: 60%