Relationship Marketing and Customer Analytics


This course focuses on analytics in relationship marketing. Learners will embrace customer analytics as a complement to finance metrics.


The firm’s ability to successfully manage its relationships with customers presents an essential source of competitive advantage – especially in a connected world. In this course, we will focus on customer centricity as a core concept in relationship marketing and discuss how a customer-centric view influences all stages of customer relationships. Learners will also define and calculate several customer-based metrics, and embrace their added value to the firm’s financial indicators.


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