Customer Valuation Management

(3 Credit Hours) · Undergraduate

The overarching principles of this course are: 1) estimating customer lifetime value (CLV) and managing customers based on their CLV, 2) deciding which customers to acquire and how to acquire them, 3) clarifying the importance of customer retention and developing ideas to increase retention, 4) expanding existing customer relationships and increasing share of wallet through cross-selling and up-selling, and 5) linking CLV to organizational-level concepts such as firm valuation. The course requirements and format include lectures, case analyses, simulations, student-led discussions, and short papers.