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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
MSc in Digital Marketing & CRM
- Crédits ECTS: 2.00
Training officer(s)
K.COUSSEMENT
Stakeholder(s)
Dr. Kristof Coussement
Présentation
Prerequisite
°The students should have followed 'Introduction to analytical Customer Relationship Management' course
Goal
At the end of the course, the student should be able to:
° be able to breakdown and propose innovative solutions for real-life business problems using descriptive analytical methods
° run a basic descriptive analysis based on company's transactional database while constructing expert knowledge
° manage successfully customer relationships
° Breakdown complex organizational problems using the appropriate methodology (LO3.A)
° Propose creative solutions within an organization (LO3.B)
° Construct expert knowledge from cutting-edge information (LO5.B)
° Bea reference point for expertise-related questions and ambiguities (LO7.D)
° be able to breakdown and propose innovative solutions for real-life business problems using descriptive analytical methods
° run a basic descriptive analysis based on company's transactional database while constructing expert knowledge
° manage successfully customer relationships
° Breakdown complex organizational problems using the appropriate methodology (LO3.A)
° Propose creative solutions within an organization (LO3.B)
° Construct expert knowledge from cutting-edge information (LO5.B)
° Bea reference point for expertise-related questions and ambiguities (LO7.D)
Presentation
This course introduces students to the basic principles of descriptive analytics. This hands-on course introduces students how to describe, segment and visualize customer data in order to extract relevant business insights.
A detailed overview of the course content is given below
° Segmentation analysis
° Market-basket analysis
° RFM analysis
A detailed overview of the course content is given below
° Segmentation analysis
° Market-basket analysis
° RFM analysis
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Autoformation | |||
| Recherche | 14,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 14,00 | 0 | 70,00 |
| Etude de cas | 6,00 | 0 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
- Kristof Coussement, Koen W. De Bock, Scott A. Neslin. Advanced Database Marketing: Innovative Methodologies & Applications of Managing Customer Relationships. Gower (Ashgate) 2013. -
Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -
Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -