BUMK747

Restriction: Must be in Business and Management (Master's) program; or permission of BMGT-Robert H Smith. Credit only granted for: BUMK758R or BUMK747. Formerly: BUMK758R. Customer Equity Management and Customer Relationship Marketing focuses on selective acquisition, development and retention of customers aided by developments in information technology and analytics - databases, online channels, social media, mobile technologies, and marketing analytics - with the objective of increasing a firm's customer equity (firm's value). This course will focus on the conceptual foundations of customer equity and relationship management, their strategic implications, and implementations in both B-2-B and B-2-C contexts, especially in the emerging era of big data. The course will provide insights into the role of measuring and managing customer equity and customer loyalty using online and offline media and channels. The objective of the course is to examine the strategic and analytical aspects in equal measure so that participants will have a deeper understanding of the power of customer equity and customer analytics, and how to put it to work effectively using data, big or small.