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Dec 05, 2025
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MKTG 6248 - Managing Customers as Assets
Credits: 2
Focuses on managing the customer base as a strategic asset to maximize firm value. Covers Customer Lifetime Value (CLV), Customer-Based Corporate Valuation (CBCV), and essential concepts in customer databases such as segmentation, churn, and customer acquisition costs. Students gain practical experience analyzing customer data using tools such as Excel. The goal is for students to develop proficiency in analyzing large datasets to identify relevant and valuable customer segments and to understand how these customer insights directly inform strategic decision-making to drive firm profitability. Prerequisite: MKTG 6201 . (*updated* 12/4/2025; effective spring 2026)
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