Young-Hoon Park is Sung-Whan Suh Professor of Management and a professor of marketing at the Samuel Curtis Johnson Graduate School of Management. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping and purchasing activities, and to conduct customer relationship management. His research has been published in various leading academic journals such as the Journal of Marketing Research, Management Science, Marketing Science, and Journal of the Royal Statistical Society: Series A. He was a finalist for the 2008 John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science for his research on internet auctions.
Driving Growth Through Customer CentricityCornell Course
Driving Growth Through Customer Centricity ()
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Course Overview
While the centricity of business strategy may ebb and flow with time, the rapid escalation of data availability in recent decades has driven a shift in focus toward customers that is likely permanent. Success in the current environment is increasingly dependent on the strategic and contextual relevance of customer management strategies, both of which depend on a highly granular characterization and utilization of customer value.
In this course, you will explore customer centricity from a holistic perspective, reviewing and aligning various strategies to consolidate your approach to customer management. You will go from identifying and contextualizing value derivation as it pertains to customer portfolios to developing and applying a comprehensive framework to efficiently diagnose, predict, and resolve potential obstacles to customer lifetime value for a real-world business in the course project. Along the way, you will review tactics for the acquisition, retention, and development of customers, aligning their deployment with value considerations and predictions to achieve overarching business goals and drive profitable growth.
The following courses are required to be completed before taking this course:
- Leveraging Customers for Growth
- A/B Testing and Analytics
- Customer Behavior Segmentation Analysis
- Predicting Customer Response
Key Course Takeaways
- Identify strategies to improve customer value
- Analyze customer management approaches
- Develop a plan to address customer lifecycle challenges
How It Works
Course Length
2 weeks
Effort
5 to 8 hours of study per week
Format
100% online, instructor-led
Course Author
Sung-Whan Suh Professor of Management
Who Should Enroll
- Marketers
- Marketing and business analysts
- Managers using data insights to make business decisions
Get It Done
100% Online
100% Online
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