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 on which customers to acquire and how to acquire them, 3) clarifying the importance of customer retention and developing ideas to increase retention, 4) expanding the existing customer relationships and increasing the 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. HK - Hong Kong, China: HTMG3527 Designing and Managing Customer Experience examines how organizations create, manage, and improve customer experiences across service and consumer-brand contexts. The course introduces key frameworks for understanding customer experience, experience brands, brand extension, customer insight, and the experience creation process. Students apply these concepts through case analysis and a group project focused on a consumer brand, developing both strategic and practical skills in designing customer-centered experiences. The course is assessed through participation, an individual case study, a group presentation and written report, and a final exam.