This course introduces students to the concepts and methods of customer analytics – leveraging customer data to increase marketing productivity. Methods covered include lifetime value of the customer (CLV), predictive modeling (using regression, logistic regression, matching, neural nets, and random forests), and experimentation/testing. Students will work on real applications and databases. Applications include customer acquisition, acquisition and retention management, cross-selling, up-selling, churn management, targeting online advertising, loyalty program evaluation, marketing attribution, and multichannel customer management. We will also discuss current related topics such as the use of AI agents, healthcare analytics, privacy regulations, etc. Software used includes Excel, a commercial predictive modeling package, and R; we will also utilize AmosAI. Upon completing this course, students should have a working knowledge of customer analytics, its application potential, and limitations.
The global economic system in 20th century had operated on a throughput take-make-waste model. As economic growth stretches global resources, however, consumers are becoming more and more conscious of the importance of sustainability practices.”
Marketing has a vital and unique role to play in creating a more sustainable society as most of consumers’ material needs and many of our psychological needs are met through marketing systems. Sustainable Marketing is the process of creating, communicating, and delivering value to customers in such a way that both environment and human capital are preserved or enhanced throughout.
This course aims to provide a broad range of tools and frameworks for understanding how business can interact with issues related to sustainability, taking a marketing perspective. In particular, we examine how traditional marketing strategies can be incorporated into and/or modified in domains in which sustainability is critical. We will also examine how sustainability can serve to augment, but not replace, the firm’s value proposition. By necessity, it will be essential to not only account for the role of firms and customers, but of government, non-profit organizations, employees, and other stakeholders.