Detailed information about the module 
Module title:
Analytical Customer Management
Module number:
Master (UNI)
Organised by:
Wirtschaftswissenschaftliche Fakultät
Instructors responsible:
Büschken, Joachim
Credit points (ECTS):
- The module deals with the management and acquisition of prospects and the management of long-term
retention of profitable customers from a companies’ perspective. The overall framework for topics
centering around customer management is the maximization of the value of the customer base (“customer
equity”). Thus, customer acquisition, customer retention and the management of a value-oriented
customer migration is at the heart of customer management.
- The aim of this module is to make students familiar with the methodological concepts and issues involved
in customer management. Furthermore, students should be adequately prepared to analyze and solve
practical marketing problems in learning the necessary skills and capabilities to cope with customer
management problems.
course content/topics:
 Introduction to Customer Equity Management
 Customer Lifetime Value and its implications for customer Management
 Value-oriented customer acquisition and prospect management
 The Value and economic worth of customers
 Customer Retention – Antecedents, Implications and Instruments
 Customer Value Modelling, Balancing Customer Acquisition and Retention and Customer Migration
 Switching Costs and Customer Equity – two sides of the same coin?
formal requirements of admission:
recommended qualifications:
Lesson / exam language:
Lehr- und Lernformen/Lehrveranstaltungstypen:
requirements for the attainment of ECTS points:
Final exam (90 minutes) at the End of Winter Term
workload/distribution of ECTS points within the module:
36 h = Time of attendance
54 h = Preparation and postprocessing lecture and tutorial
60 h = Exam preparation
150 h = Total workload
calculation of module marks:
Final Exam 100%
teaching/learning method:
To accomplish its aims, the course will use Harvard-style cases in addition to the readings in the text. The cases
range across companies from different countries and markets. As a consequence, the treatment and as well as indepth discussion of the cases will take up a large amount of time of this course.
compatibility with other courses of study:
Turnus des Angebots:
Beteiligte Fachgebiete: