Ain Shams University

Faculty of Commerce

Business & Statistical Research Center

 

In Collaboration With

 

International Center for Etudes (ICE)

 Offering

 

 

Customer Equity Management
Resources allocation & Market Segmentation
 

Training Program


 

Introduction:

Customer Equity Management is the science of creating value for shareholders & customer, and hereby building a long - lasting relationship with both of them.

It requires taking a cohesive, integrated, and long - term view to build value, Brand, Relation Equity and personnel Equity focusing on the key marketing strategies and techniques for reinforcing the distinctive positioning of the brand towards its target segments.


Building ,  reinforcing , and / or revitalizing customer equity involves innovative approaches to focusing on a key target segment (s) , providing said target with a different value or benefit , creatively delivering the value through the synergized elements of the marketing mix and brand contacts , and evoking a cut - through person or identity for the brand .

 

Course Objectives :

 1. To define the Scope , concepts and principles of customer Equity Management .

 2. To provide a conceptual approach and strategic framework for building and managing the customers as superior assets :

  • Identify and analyze the foundations of customer live time value.

  • Provide principles and techniques of value, Brand, relation equity & personnel equity and its value creation.

  • Organize and establish systems for optimal marketing resource allocation & Market segmentation.

 3. To Provide exposure to different strategic marketing competence and choose the best strategy on the scientific bases.

 4. To build competency in the application of the principles and techniques for customer Equity Management.

 5. Calculating Return on marketing investments.

 

Course Outline:

 

Module 1: 

Course overview / requirements

What is Customer Equity?
Module 2: Marketing Expenditure Drivers.
Module 3:

Marketing Finance Interface.

(Customer value & firm value)
Module 4: Linking customer Equity to Financial performance.
Module 5: Models for measuring and implementing customer Equity.

   

 

Target Audience:

This program is designed for general managers; marketing, product, and sales supervisors from medium to large firms; presidents and vice presidents of marketing from smaller firms; and managers who help to plan and implement market-oriented business strategies in their companies.

 

Learning Methodologies and Approaches:

Reading and lectures / discussions on concepts and   principles. Case  discussions and group presentations on applications of learning's.  Industry speakers on key topics with live cases.


 Evaluation and Feedback Systems:

1. Class Participation:  Heavy emphasis on applying customer Equity Management Principles in various case studies and marketing environment scenarios.

 

2. Group Project Written Report:  group project to focus on select concepts, to integrate learning's on the principles and conceptual framework customer Equity Management. Based on results of brand report card Exercise.

 

Venue:
ICE Company - Alexandria

Course Language:
The Course will be held in English & Arabic languages.

Duration:
3 Days: From 13 to 15 of February, 2010 - From 5:00 to 10:00 p.m.

 

Registration Deadline:
Wednesday 3rd of February, 2010

Fees:

Fees

Registration:

Now You Can Register Online