Strategic Customer Analytics

12.1.2027 - 25.2.2027

5 cr

Registration open

Face-to-face

This is a Master’s level advanced course that requires applicable higher education studies in the field. Please check also possible prerequisites.

This course provides students with a comprehensive understanding of customer base dynamics and their strategic significance in customer-centric business management across various industries and business models (B2B and B2C). The course emphasizes data analysis using industry-standard tools, such as Excel, enabling students to interpret data, visualize insights, and derive business-relevant conclusions. The course integrates theory, tools, and business expertise in a way that is also suitable for students who are not currently quantitatively oriented. Students will develop the ability to produce clear analytical reports and effectively communicate insights through data, which are highly relevant workplace skills. This course equips students with the competencies needed to operate in data-driven business environments by providing essential skills to make well-founded and strategic decisions based on data.

Contains

Check the institution’s website for the required studies.

No active implementations at present.

Additional information and registration

Price and registration period: Check on the university's website

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Additional information:

Fields

Business, administration and law

Scope

5 cr

Code

MARK3066

Upon completion of the course, the student will be able to:
Knowledge & Understanding

Identify, analyze, and explain the structural characteristics of a company's customer base and assess their impact on customer-centric business management.
Design and conduct a customer base audit by utilizing quantitative customer behavior data and evaluate its results from a business development perspective.

Academic Skills
Problem-Solving and Decision-Making
3) Select and apply appropriate tools and computational methods for quantitative customer data analysis and justify their selection in a business context.
Analytical and Critical Thinking
4) Interpret, visualize, and utilize data to support business decision-making.

General Workplace Skills
Communication Skills (Oral and Written Communication, Presentation Skills)
5) Prepare and present a clear and well-argued analytical report based on quantitative data to support business decision-making.

Ethics, Responsibility, and Sustainability
6) Analyze the interconnections between customer behavior, economic value, and sustainability in a business context.

Digital Skills
7) Utilize appropriate digital tools for customer data analysis and reporting.

Lectures and Lecture Materials
Additional materials provided by the lecturer

Preliminary Course Literature:
Fader, P., Hardie, B. G., & Ross, M. (2022). The customer-base audit: The first step on the journey to customer centricity. University of Pennsylvania Press.
Homburg, C., Droll, M., & Totzek, D. (2008). Customer prioritization: Does it pay off, and how should it be implemented? Journal of Marketing, 72(5), 110-130.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
Zeithaml, V. A., Rust, R. T., & Lemon, K. N. (2001). The customer pyramid: Creating and serving profitable customers. California Management Review, 43(4), 118-142.

Organiser

University of Vaasa

Contact details

avoinyo@uwasa.fi

029 449 8004

Belongs to themes:

Change management and analytics

Information and features