| Code |
Course Name |
Language |
Type |
| END 471E |
Marketing & CRM Analytics |
English |
Elective |
| Local Credits |
ECTS |
Theoretical |
Tutorial |
Laboratory |
| 3 |
4 |
3 |
0 |
0 |
| Course Prerequisites and Class Restriction |
| Prerequisites |
END 311 MIN DD
or END 311E MIN DD
or VBA 311E MIN DD
|
| Class Restriction |
None |
| Course Description |
| This course involves technology enabled and model supported approaches to analyze data to drive effective
marketing decision making. It will focus on customer relationships and marketing problems such as:
a) segmenting the market (using clustering methods),
b) predicting market potential and customer value (using CLV),
c) identifying target customers (using classification trees, RFM),
d) positioning products/brands (using multidimensional scaling),
e) identifying customer preferences (using conjoint analysis),
f) modeling customer acquisition,
g) determining strategies for customer retention
h) predicting customer churn and win-back. |
|
