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Professional Development Program (PDP)

Course Details

- Course Description

Title: Customer Equity: Understanding and Managing your Customer Value

Singapore (July 24-26, 2008)
Course Cost US$1,
931 - CLOSED

Course Focus:

The course is designed to provide a better understanding on how to manage your customers through the customer and the business lifetime cycle. The main concept behind the course is that the value of your business is the value of its customer base, so we must develop a customer-based strategy in order to maximize the business value. The objective is to analyze and develop a series of criteria to design your marketing and commercial strategy depending on your stage in the customer and business life-time cycle. The participants would move from the traditional services marketing concept of customer satisfaction and customer relationship management, to a new perspective on how to manage their business from a customer equity perspective.

Key Benefits:

Using a combination of lectures, exercises, and case studies, participants would gain a deeper understanding of how to manage their customer equity and would develop a personal agenda for maximizing their business customer value.

Topics Include:

  • Understanding how the customer evolves over time: prospects, first-time buyers, early repeat customers, core customers and defectors.

  • The business life-time cycle: from attraction, to retention, to recovery.

  • The customer life-time cycle and the customer life-time value.

  • The customer value equation.

  • Satisfaction – Loyalty - Profitability.

  • Customer Value Distribution.

  • Customer Equity: concept, calculations, and applications.

  • How to manage the downward migratory customer.

  • From the traditional marketing strategy to the customer equity based strategy.

  • Best practices in customer equity management.

Faculty

  • Ramon Diaz-Bernardo, Professor of Marketing, Singapore, (July 24 - 26, 2008)

Level 

View Course Schedules by Location

PDP Schedule for Singapore July 2008

PDP Schedule for Singapore January 2009

PDP Schedule for Brussels, Belgium*

PDP Schedule for Ithaca, New York*

*You will be re-directed to the School of Hotel Administration website of Cornell University

View All Singapore Courses (Alpha Order)

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PDP January 2009 online application
Download an application to submit via postal mail or email to cni-execed@ntu.edu.sg

PDP Application forms
January 2009 PDP Application
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