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May 14, 2024
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MKTG 6236 - Practicum in Customer Engagement and Loyalty
Credits: 2
Provides hands-on customer engagement experience through a consulting project for one or more corporations, applying concepts, metrics, strategies, and tactics of customer engagement to drive loyalty and profit. Through the consulting project, students analyze real-time customer data using regression and summary statistics, calculate customer lifetime value for individual customers, then segment customers based on CLVs. In a final group presentation to corporate sponsors of the project, students draw customer insights from their analyses and propose strategic and tactical recommendations for profitable growth. Prerequisite or corequisite: MKTG 6230 .
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