Courses and study plans / Marketing
23016 Customer Asset Management
|Period: 3||20.1.2014 - 7.3.2014|
Students learn about how firms get and maintain customer portfolios that enable them to get wanted long-term returns, to calculate the profitability of various types of customer bases, and based on such customer profitability analyses to develop strategies for customer-focussed management of various types of customer relationships in the customer portfolio.
After the course the student can:
• define and explain the drivers of customer profitability and customer lifetime value, and relate those to firms’ strategic choices
• demonstrate their ability and knowledge of customer profitability and customer portfolios by individually performing and discussing in-class literature analyses
• interpret the profitability dispersions in various types of customer bases
• develop customer management strategies that balance financial value capture for the firm and value creation for the customers
• Show communication skills in various formats (e.g. written and oral) and for various purposes (e.g. informing, persuading, justifying)
Language of Instruction
Bachelor's degree is required for Hanken students. Students should have basic-level knowledge of marketing. Enrolment in this course is restricted to 30 students. Students are chosen based on their progress in past studies (number of credits).
213h work in total of which 20h in class
Appr. 20 h classroom sessions and lectures
Articles or the like max. 250 pages
Evaluation and Examination
Classroom discussions, assignments and home exam. The home exam cannot be retaken.
All assignments are valid for one academic year, thereafter if the course is not completed it has to be retaken.