CBUSN 6780Customer Value

Catalog

"Learn to segment, reach and convert customers." Customer insights are at the heart of every innovation. Understanding this involves a deep dive into what drives customer choices in B2C and B2B markets; a review of "marketing myopia" and answering the classic Question: What Business are we in? Students will also learn how to create the Service - Profit chain of virtuous efforts and how to employ customer analytics - blending big data and small data. The concept of "Customer Value" will be explored, from creation to perception to sales success. Understanding how to transform from a product-centered company to a customer-centric organization will be the focus of this course.