Study Guide

Objective

You are able to identify and interpret customer related key performance indicators (KPIs).

You are able to use data driven approach to design marketing mix elements.

You are able to create customer portfolio specific relationship strategies.

You are able to relate overall business performance to customer analytics.

You are able to use basic tools to collect and analyze customer data.

Content

How to identify valuable customers through various KPIs?

How to adapt the marketing mix elements to add value to the customer?

How to create appropriate retention strategies according to customer portfolios?

How is the overall performance of the business related to customer measures?

How to use available customer analytics software programs in practice?

Materials

(1) Lecture notes from the instructor

(2) Recommended textbook: Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research.Hoboken, NJ: John Wiley & Sons.

(3) A set of articles to augment specific sections may be uploaded and made accessible in the course homepage.

Teaching methods

The aim of the course is to support the participants in understanding marketing research-its value and how it is used in marketing decision making. The priority of this course is to understand research methods (both exploratory and causal) and how they are used as part of marketing planning and development processes. The students should be able to utilize relevant internal and external data sources, develop and evaluate alternative research designs and understand how data can be transformed into useful information for insightful decision making. More precisely, the intended learning objectives are:

(1) Understand the role of the Marketing Information System (MIS) within broad business intelligence systems
(2) Grasp the role of marketing research in gathering marketing intelligence
(3) Distinguish between the nature and role of qualitative and quantitative research methods
(4) Use marketing research to determine appropriate marketing mix
(5) Apply various research techniques to specific areas of marketing

Employer connections

While completing the course project, you will learn how to collect, analyze and evaluate marketing data for a chosen organization.

Student workload

Students have to complete a group project to pass the course. The group project will be divided into different tasks or milestones after completing different themes throughout the course. At the end, each group have to present their findings to the class. The exact deadline will be decided during the classes. It is essential to complete all the tasks and obtain at least half points from each of the assignments in order to pass the course.

Further information

The course consists of F2F meetings. Only some sessions can be implemented virtually.

Evaluation scale

1-5

Assessment methods and criteria

Students have to complete a group project to pass the course. The group project will be divided into different tasks or milestones after completing different themes throughout the course. At the end, each group have to present their findings to the class. The exact deadline will be decided during the classes. It is essential to complete all the tasks and obtain at least half points from each of the assignments in order to pass the course.