Managing Customers for Growth
Course Number 1965
14 Sessions
Project
Qualifies for Management Science Track Credit
Introduction
Customer value is a proven source of profitable growth. Firms are increasingly engaging with the concept of customer-based valuation with the understanding that much of the growth dynamic of their business depends on how successfully they acquire, develop and retain their customers. At the same time, the digitization of business has led to the potential for an extraordinary atomization of customer metrics and firm decisions, with personalization and individual targeting coming to the forefront. To succeed in that space, it is vital that firms strategically align their customer management goals with the digital infrastructure — including data, machine learning and artificial intelligence tools — that enable them to grow customers profitably.
This course focuses on how customer-centric firms achieve customer growth. In doing so, we will explore the fundamentals of customer-based valuation, analyze firms’ strategies for customer acquisition, retention and development, as well as explore (and apply) customer analytics tools and technologies that enable firms take a data-driven approach to their customer management activities. Accordingly, we will combine case discussions with practical exercises using (individual-level) customer data.
Who Should Take this Course?
This course is designed for students who plan to create, build or invest in digitally-driven firms that pursue growth through customer acquisition, retention and development.
The course is appropriate for:
- Students interested in marketing- and growth-related roles, responsible for creating, nurturing, and managing customer relationships
- Entrepreneurs looking to create and grow their own customer-centric firm
- Students seeking positions in venture capital, private equity, or investment management firms, seeking to identify firm’s growth potential and better understand how to value customer equity
- Consultants engaged in strategy roles such as business development and growth
There are no prerequisites for the course. The course is designed to meet the needs of those with no prior technical experience.
Learning outcomes
- Increase the ability to identify customer-driven growth opportunities.
- Gain familiarity to leverage data to better acquire, retain and develop customer relationships.
- Understand the principles of customer-based firm valuation.
- Have an appreciation of and get experience with the key analytical tools and technologies associated with a digitally enabled marketing operation.
Tentative Assessment
Assessment type |
Weight |
Class participation |
40% |
Group assignment (to be submitted before class #6) |
30% |
Individual assignment (starts in class #9, to be submitted at the end of the course) |
30% |
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