MKT 619: Customer (Lifecycle) Management

Contents
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.

Necessary prerequisites
–

Recommended prerequisites
Bachelor-level knowledge of marketing and/or customer management; familiarity with fundamental concepts in data analysis is helpful.

Forms of teaching and learning	Contact hours	Independent study time
Lecture	1 SWS	5 SWS

ECTS credits	2
Graded	yes
Workload	60h
Language	English
Form of assessment	Case study analysis (40%) / Group presentation (30%) Only one examination date per semester!
Restricted admission	yes
Further information	Student Portal

Examiner Performing lecturer

Prof. Dr. Florian Stahl Dr. Philipp Schmitt

Frequency of offering	Spring semester & fall semester
Duration of module	1 semester
Range of application	M.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, MAKUWI, M.Sc. MMOSCM
Preliminary course work	–
Program-specific Competency Goals	CG 1, CG 2, CG 3
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)
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