Loyalty Co.: The Business of Customer Loyalty (MKTG-948-0) Customer loyalty is foundational to value creation by a wide and growing range of enterprises. This course teaches a strategic approach to the development of customer loyalty. It provides a comprehensive framework for thinking critically about customer loyalty, a structured approach to the development of customer loyalty strategies and practical imperatives for the design, development and execution of loyalty programs and related marketing activities. The course is organized in three parts: customer strategy, loyalty strategy and loyalty programs. You learn how to design a loyalty program. Additionally, we focus on related subjects such as: customer differentiation and valuation, CRM and personalization at scale.
The course concentrates on how to develop customer strategy, loyalty strategy and loyalty programs in actual practice. We use lots of current examples from a wide range of businesses (e.g., retail, travel, financial services, telecom, health care, CPG) including both B-C and B-B.
The class sessions combine lecture, group discussion, a class debate and usually an outside speaker. The course readings are two short books and a set of articles. There are three assignments including two individual and one group assignment. The group assignment that culminates the course is to design a loyalty program for a cruise line. There is no final exam.
Retail Analytics and Pricing (MKTG-462-0) This course will teach you how to use analytics and data to address decisions faced by retailers and manufacturers. Pricing and promotion decisions are emphasized, with additional coverage on topics such as private labels, product assortment, trade funding, shopper marketing, and more. The course is organized around a hierarchy of topics. We spend roughly one week understanding pricing and promoting to an individual customer. This analysis provides the foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level, managing category pricing, and understanding the drivers of store traffic. As we progress through this hierarchy of decisions, we illustrate how different types of data can---or can't---be used to answer managerial questions. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analytics and increase your confidence in the findings. This class is very practical and hands-on. Most of the data we analyze is from real-world managerial problems, through collaborations with leading retailers and consulting firms who have brought problem-driven challenges to the classroom. Weekly homework assignments, both individual and group, are paired with in-class cases. There is no final exam.
MBAi Immersion Internship (MBAI-940-0) MBAi AI Leaders (MBAI-920-5) MBAi Seminar Series (MBAI-910-25) This course is available only to students in the MBAI Program
Field Study (MBAI-498-0) Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.
