Customer (Lifecycle) Management
MKT 619 (6190)
| Examiner | Prof. Dr. Florian Stahl |
|---|---|
| Performing Lecturer | Dr. Philipp Schmitt |
| Assessment | Case study analysis (40%) / Group presentation (30%), Only one examination date per semester! |
| Credit Points | 2 ECTS |
| Graded | yes |
| Workload | 60h |
| Semester | Spring and Fall |
| Duration of module | 1 semester |
| Language | English |
| Forms of teaching and learning | Lecture |
| Contact hours | 1 SWS |
| Independent study time | 5 SWS |
| Registration required | yes |
| Accepted Participants | M.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf., MAKUWI, M.Sc. MMOSCM |
| Program-specific Competency Goals | CG 1, CG 2, CG 3 |
| Schedule | Student Portal |
Further Information
Brief Description
This course provides an in-depth understanding of customer lifecycle management, covering the processes of acquiring, developing, retaining, and reactivating customers. It focuses on how firms can manage customer relationships strategically across different lifecycle stages to maximize customer lifetime value. Students will explore key concepts such as customer journey mapping, segmentation, personalization, CRM systems, and data-driven decision-making. The course combines conceptual foundations with practical applications, including case studies and tools used in modern customer management. Special emphasis is placed on digital channels, automation, and AI-driven customer engagement.
Learning outcomes
Upon successful completion of this course, students:- are able to analyze and design customer lifecycle strategies across acquisition, retention, and development phases.
- understand the role of customer data, analytics, and CRM systems in managing customer relationships effectively.
- are able to evaluate and optimize customer journeys and touchpoints using relevant frameworks and metrics (e.g., CLV, churn, conversion rates).
have acquired the ability to apply customer-centric thinking to real-world business problems and develop actionable recommendations.
Recommended prerequisites
Bachelor-level knowledge of marketing and/or customer management; familiarity with fundamental concepts in data analysis is helpful. Course Outline
- Introduction to Customer Lifecycle Management
- Customer Acquisition Strategies & Channels
- Customer Development: Cross-/Upselling & Engagement
- Customer Retention & Churn Management
- Customer Journey Mapping & Experience Management
- Customer Analytics & Customer Lifetime Value (CLV)
- CRM Systems & Marketing Automation
- Personalization, AI & Data-driven Customer Management
- Case Study Applications & Presentations
Literature:
- Kumar, V. & Reinartz, W. (2018): Customer Relationship Management: Concept, Strategy, and Tools
- Lemon, K. & Verhoef, P. (2016): Understanding Customer Experience Throughout the Customer Journey
- Selected academic articles and case studies (provided during the course)