Course description

Title of the Teaching Unit

Customer Value Strategy

Code of the Teaching Unit

22MMK14

Academic year

2026 - 2027

Cycle

Number of credits

3

Number of hours

30

Quarter

1

Weighting

Site

Anjou

Teaching language

English

Teacher in charge

Potier Meric

Objectives and contribution to the program

2.1 & 2.3 – Critical Thinking
By analyzing complex customer data and market dynamics, and by applying structured, data-driven reasoning to identify patterns, relationships, and insights that inform strategic decisions.
2.5 – Critical Perspective on Models
By questioning established marketing and financial models (e.g., CLV, segmentation frameworks) and confronting them with real-world business contexts and limitations.
3.2 – Designing Desirable Futures
By mobilizing analytical models, customer value frameworks, and emerging technologies to design forward-looking, customer-centric marketing strategies.
4.1 & 4.4 – Decision-Making
By understanding business contexts through relevant data and using decision-support tools (e.g., CLV models, dashboards) to guide strategic and operational marketing decisions.
4.5 – Responsible Management
By integrating long-term value creation principles and considering the sustainability and ethical implications of customer-related decisions (e.g., profitability vs. fairness, customer selection strategies).
5.1 & 5.5 – Entrepreneurship and Strategy Execution
By identifying value creation opportunities within customer portfolios and translating strategic insights into actionable marketing plans, resource allocation, and performance-driven initiatives.

Prerequisites and corequisites

None

Content

The objective of this course is to provide students with a comprehensive understanding of how to define, measure, and manage customer value from a strategic and financial perspective.
The course emphasizes the ability to make data-driven marketing decisions by integrating analytical, financial, and strategic dimensions.

Course Content - 7 modules:
1. Theoretical Foundations of Customer Value
2. Customer Lifetime Value (CLV) & Components
3. Value-Based Segmentation & Resource Allocation
4. Customer Value Levers
5. Unit Economics & Financial Metrics
6. Value-Based Decision Making
7. Customer Value Measurement & Tracking

Teaching methods

Courses are delivered in a lecture format.
They aim to:
• Combine theoretical frameworks with practical applications
• Illustrate concepts through real-world cases and exercises
• Develop analytical and critical thinking skills
• Encourage interaction and discussion
• Connect academic concepts with business practice

Students will work both individually and in groups.

Materials include:
• Comprehensive slide decks
• Case studies

All materials will be made available via Moodle.

Assessment method

Written exam
2 hours
Open questions (mix of theory & applied use-cases)

Contribution to the integrative business case of the Data-Driven Marketing track.

References

Key references will be provided in the course materials, including:
• Academic literature used to support the course content
• Industry frameworks, reported use-cases, business articles