Introduction

Without customers, there is no business!

This course focuses on how firms design and implement customer management activities to achieve sustainable customer growth. We will delve into the fundamentals of customer value, analyze strategies for customer acquisition, retention, and development, and apply customer analytics tools and technologies that enable a data-driven approach to customer management.

Course Objectives

· Provide frameworks, insights, and tools to successfully acquire, develop, and retain customers.

· Understand the dynamics of customer value, which are critical for firm valuation and growth assessment.

· Explore technologies that empower firms to adopt a data-driven approach to customer management activities.

Course Format

· Case Discussions: Engaging case discussions will be the primary format, complemented by workshops where we will analyze customer data.

· Important: No technical skills are required; a data scientist will be present in class to assist with any technical aspects

Career Focus

This course is ideal if you plan to:

· Grow your own business (e.g., CEO, CMO, Chief Growth Officer, Chief Customer Officer).

· Assist others in growing their businesses (e.g., consulting).

· Evaluate business growth trajectories (e.g., investors).

Assessment

Assessment type	Weight
Class participation	40%
3 short quizzes (throughout the course)	20%
Final Project (either individually or in pairs)	40%

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