Mar 28, 2024  
Loyola Marymount University Bulletin 2020-2021 
    
Loyola Marymount University Bulletin 2020-2021 [ARCHIVED CATALOG]

MBAC 616 Customer Relationship Management Analytics


3 semester hours

Customer relationship management (CRM) is a business strategy paradigm that focuses on the systematic development of ongoing, collaborative customer relationships as a key source of sustainable competitive advantage. CRM represents a fundamental change in approach from traditional marketing; the goals shift from market share to share of customer. Operating under the assumption that competitive advantage is often gained through building customer equity, this course introduces the theory and practical implementation of customer relationship management strategies using customer databases. CRM Strategy Topics include: fundamentals of CRM strategy, customer profiling, measuring customer life-time value, customer profitability analysis, customer loyalty programs, and CRM technology overview. CRM Analytic Topics include: modeling customer lifetime value with linear regression, logistic regression for churn prevention, modeling time to reorder with curvival analyses, association rules for market basket analyses, and customer profitability analyses. Students will be introduced to R programming and Excel-based analytic tools.

(See BSAN 6050 .)

Prerequisite: Completion of a college statistics course in the last four years with a grade of B or higher.