CMGMT 6780 Customer Value
“Learn to segment, reach and convert customers.” Customer insights are at the heart of every innovation. Understanding this involves a deep dive into what drives customer choices in B2C and B2B markets; a review of “marketing myopia” and answering the classic Question: What Business are we in? Students will also learn how to create the Service – Profit chain of virtuous efforts and how to employ customer analytics – blending big data and small data. The concept of “Customer Value” will be explored, from creation to perception to sales success. Understanding how to transform from a product-centered company to a customer-centric organization will be the focus of this course.
Prerequisite
Open to matriculated students in the MSM, Accelerated MSM, and Accelerated MBA programs or by permission of the instructor
Offered
online