Course Information

Course Name	Turkish	Pazarlama ve Müşteri İlişkileri Yönetimi Analitiği
	English	Marketing & CRM Analytics
Course Code	END 471E	Credit	Lecture (hour/week)	Recitation (hour/week)	Laboratory (hour/week)
Semester	-	3	3	-	-
Course Language		English
Course Coordinator		Umut Asan
Course Objectives		The students will, 1- learn the basic concepts in customer relationship management and marketing analytics 2- learn how to apply and interpret the results of the statistical and mathematical techniques used in CRM and marketing analytics 3- learn to perform these techniques for sample problems with software packages 4- be able to analyze a real-life problem in their term project.
Course Description		This course involves technology enabled and model supported approaches to analyze data to drive effective marketing decision making. It will focus on customer relationships and marketing problems such as: a) segmenting the market (using clustering methods), b) predicting market potential and customer value (using CLV), c) identifying target customers (using classification trees, RFM), d) positioning products/brands (using multidimensional scaling), e) identifying customer preferences (using conjoint analysis), f) customer conversion prediction, g) customer development and customer retention.
Course Outcomes		The following learning outcomes are aimed in the course: 1- Ability to describe problems of CRM and marketing analytics 2- Ability to identify the required data to carry out the desired analyses 3- Ability to perform CRM and marketing analytics applications with real data 4- Ability to interpret and translate the results of analyses into strategy
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