COMM 455 - Customer Equity Management

Examines how firms can employ predictive analytics and customer insights to 1) acquire more profitable customers, 2) provide customers with innovative goods and satisfactory service experiences, and 3) effectively manage customer relationships. The course examines market strategies for using customer equity management to maximize the return on marketing expenditures and to enhance revenue performance and customer perceptions of service quality. (S)

Prerequisites & Notes
Prerequisite: Fourth-year Commerce standing or instructor permission.

Credits: 3