COURSE NUMBER: EWMBA 267-12
COURSE TITLE: Information- and Technology -based Marketing
UNITS OF CREDIT: 2 Units
INSTRUCTOR: Florian Zettelmeyer
E-MAIL ADDRESS: florian@haas.berkeley.edu
CLASS WEB PAGE LOCATION (HTTP URL): Additional PDF
MEETING DAY(S)/TIME: Sunday, 9:00 a.m. to 5:00 p.m. on 8/22, 8/29, 9/12, 9/19
PREREQUISITE(S): EWMBA 206 (Marketing)
CLASS FORMAT: Mixture between lectures, cases, and lab sessions
REQUIRED READINGS: Cases, course reader
BASIS FOR FINAL GRADE: Mixture between homework assignments and class participation
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:"Information- and Technology-based Marketing" addresses how to use information technology to learn about and market to individual customers.
Marketing is evolving from an art to a science. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team.
The course uses a combination of lectures, cases, and exercises to learn the material. This course takes a very hands-on approach with real-world databases and equips students with tools that can be used immediately on the job.
This course can been taught for multiple years at Haas, except for the last 1.5 yearswhile Professor Zettelmeyer was on leave. Since 2006 the course ratings have always exceeded 6.7 out of 7 and Professor Zettelmeyer's instructor ratings have exceeded 6.8 out of 7. In addition, Professor Zettelmeyer was awarded the 2006 Earl F. Cheit Outstanding Teaching Award for teaching this course in the MBA program.
The course will progress in the following way:
Day 1: 8/22/2010
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- Introduction to ITBM and Course Overview
- Quantifying Customer Value
- Statistics Review
- Basic Customer Analysis
- Lab Hour (Stata practice)
Day 2: 8/29/2010
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- Case Analysis: “Home Alarm, Inc.: Assessing Customer Lifetime Value”
- Case Analysis: “Pilgrim Bank (A)”
- Predicting Response with RFM analysis
- Predicting Response with Logistic Regression
- Lab Hour (Assignment prep)
Day 3: 9/12/2010
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- Case Analysis: “Tuscan Lifestyles: Targeting Customers with RFM Analysis”; Lift and Gains
- Case Analysis: “BookBinders: Predicting Response with Logistic Regression”
- Up-Selling and Cross-Selling
- Predicting Attrition
- Lab Hour (Assignment prep)
Day 4: 9/19/2010
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- Case Analysis: “Cell2Cell: the Churn Game”
- Design of Experiments / Multi Variable Testing
- Case Analysis: “Capital One: Information-Based Credit Card Design”
- When Customer Analytics, CRM, and Databases Fail
- Wrap-Up
Frequently Asked Questions:
Q: "How does "Information- and Technology-based Marketing" differ from "Marketing Research" (MBA 261, EWMBA 261)?"
A: "Marketing Research" is a broad course that introduces students to a variety of research methods, such as psychological measurement, research design, survey methods, experimentation, etc. In doing so, Marketing Research focuses strongly on collecting data about consumers to understand their overall preferences. In contrast, "Information- and Technology-based Marketing" starts with the idea that you have a (potentially huge) database containing each individual customer and teaches you how to market to these customers using sophisticated techniques. The two course complement each other very well, however, you don't need one to take the other.
Q: "Do I have to know a lot of statistics to succeed?"
A: Absolutely not. While we will use statistics to analyze customer information and many of the assignments require you to use statistical techniques, all you need will be introduced in class with plenty of opportunity to get familiar with it.
BIOGRAPHICAL SKETCH:
Florian Zettelmeyer is a Professor of Marketing and former chair of the marketing group at the Haas School of Business, University of California at Berkeley. Prior to his appointment at UC Berkeley in 1998, Professor Zettelmeyer was on the faculty of the Simon Graduate School of Business at the University of Rochester. Before his Ph.D., he worked in consulting at McKinsey and Company's German office.
Professor Zettelmeyer specializes in evaluating the effects of information technology on the product market behavior of firms. More generally, his work addresses how the information consumers have about firms and the information firms have about consumers affect firm behavior. Recently, Professor Zettelmeyer has studied the effect of the Internet on the auto retailing industry. His studies have shown that better access to information and new institution has significantly lowered prices to Internet consumers in this industry. He also found that women and traditionally disadvantaged racial minorities benefited most from the Internet.
Professor Zettelmeyer teaches the MBA elective "Information- and Technology-based Marketing" in the curriculum of the Haas School of Business. He is a Faculty Research Fellow of the National Bureau of Economic Research (NBER).
Professor Zettelmeyer received a Vordiplom in business engineering from the University of Karlsruhe (Germany), a M.Sc. in economics from the University of Warwick (UK) and a Ph.D. in marketing from the Massachusetts Institute of Technology.