Customer Equity

The lifetime value of the firm’s customers.

MSC 806 - Marketing Analysis
Learn to uncover unsatisfied needs. How often have you heard the excuse, "We need more research"? But did anyone know what kind and how to do the research? And did anyone know how to analyze the data to derive useful strategic inferences? This demanding analytical course focuses on leveraging business knowledge by using state-of-the-art analytic techniques to lay a quantitative foundation to discover and pursue new market opportunities. Students will learn traditional as well as Internet approaches to marketing research, use enterprise and syndicated data sources, carry out data analysis using SPSS; forecast sales via multiple regression and time series analyses; explore data mining; exploit and analyze scanner data; model market response behavior; and develop and analyze web site traffic metrics.

MSC 807 - Customer Driven Strategies
Learn cutting edge analytical techniques to deliver customer satisfaction. Fundamental to business success is "satisfying customers." In this course students will learn: how to segment customers; how to capture the voice of the customer; how customers make decisions; how to translate customer information into marketing strategies; and how to create satisfied and loyal customers. Students develop customer-oriented strategies using real-world data and cases. Students also hone their skills in making winning managerial decisions by understanding how to frame problems, collect and analyze intelligence, and develop actionable conclusions.