BMSO 758G

Customer Equity Management and Customer Relationship Marketing focuses on selective acquisition, development and retention of customers aided by developments in information technology—databases, online channels, social media, mobile technologies, big data and marketing analytics—with the objective of increasing a firm’s customer equity (firm’s value). This course will focus on the conceptual foundations of customer equity and relationship management, their strategic implications, and implementations in both B-2-B and B-2-C contexts. The course will provide insights into the role of measuring and managing customer equity and customer loyalty using online and offline media and channels. The objective of the course is to examine the strategic and analytical aspects in equal measure so that participants will have a deeper understanding of the power of customer equity and relationship management, and how to put it to work effectively.