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
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)