CBDS 620 Marketing Applications

Bespoke marketing tools and methods of approach underly much of today’s marketing research. This course is separated into three sections related to appealing to your customer base: The first covers conjoint analysis tools used to determine the value of product/services features as viewed by the customer and to assess (attractive) market prices. The second provides an overview of market mix modeling allowing for an efficient marketing plan to be deployed. The final section covers customer relationship management (CRM). An overview of what CRM is, what CRM has and has not yet delivered, popular CRM technologies, and how analytic techniques can be employed to determine customer equity, customer lifetime value, and predict customer loyalty and churn is provided. Material is presented via lectures (guest lectures), discussions of current research and theory, case studies, labs, and applied projects.