Customer Equity Management/CRM
Focuses on managing customers of a business, whether in B2B or B2C space, as a portfolio of equity; understanding the current and future value of customers to the business; selective acquisition, development, and retention of customers using latest developments in information technology.
In this course, students will learn a number of market forecasting techniques, both quantitative and qualitative, for a variety of different contexts. The majority of this course focuses on quantitative modeling techniques based on established statistical methods. We will also cover non-statistical methods that are often used when empirical data is scarce. This is a very hands-on class where students will apply the forecasting methods learned to real data. By the end of the course, each student will have a portfolio of models for a variety of forecasting scenarios.
Pricing Analytics and Strategies
The course will focus on both economic and behavioral aspects of pricing, and evaluation of innovative pricing practices such as price matching, customized pricing, bundle pricing and product line pricing, covering both B2B, B2C, online and offline markets. Instruction will be through a mix of case studies, pricing simulation games, hands-on exercises, practitioner guest lectures and discussions.
Planning and implementing retail marketing strategy. Store and non-store (catalog, Internet) retailing. Evaluation of how environmental trends in the consumer market, competition, the economy and technology affect retail strategy in the U.S. and global market.
Examines the process of developing, implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the Internet. Special attention devoted to the tools and techniques unique to the electronic media.