Optimizing Customer Strategy

Catalog description

This course is designed to meet the increasing demands from the industry and recruiters for the application of quantitative and analytical skills to support sophisticated marketing decision making. This hands-on course primarily uses Excel (and SPSS) to develop the analysis. Concepts like Customer Lifetime Value, maximum likelihood estimation, Discrete Choice and Latent class modeling, and optimization are introduced in this course. The content of the course is based on cutting-edge research in optimization to derive solutions to more individually customized and proactive marketing decisions, such as cross-selling campaigns and customer retention. Students will apply the tools to several cases with data. STUDENTS ARE REQUIRED TO HAVE LAPTOPS IN CLASS. Prerequisite: MGMT 506.