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Customer Intelligence

The Customer Intelligence course (BAM - 640) focuses on the systematic collection and analysis of customer data to enhance business decision-making and marketing strategies. It covers customer behavior analysis, tools for data collection, and ethical considerations, with practical applications in both Pakistani and global markets. Students will develop skills in data analysis, customer segmentation, and predictive analytics, culminating in a final project to create a customer intelligence strategy for a local business.

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13 views2 pages

Customer Intelligence

The Customer Intelligence course (BAM - 640) focuses on the systematic collection and analysis of customer data to enhance business decision-making and marketing strategies. It covers customer behavior analysis, tools for data collection, and ethical considerations, with practical applications in both Pakistani and global markets. Students will develop skills in data analysis, customer segmentation, and predictive analytics, culminating in a final project to create a customer intelligence strategy for a local business.

Uploaded by

albahriainstitute
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Customer Intelligence

Course Code: BAM - 640


Credit Hours: 3 (3-0)
Department: Lyallpur Business School or Department of Business Administration

Course Description
This course explores the systematic collection, analysis, and application of customer data to
enhance business decision-making and marketing strategies. It covers tools and techniques for
understanding customer behavior, preferences, and trends, with an emphasis on data-driven
insights, CRM systems, and their application in Pakistani and global markets.
Course Objectives
 To understand the role of customer intelligence in modern business strategies.
 To develop skills in collecting and analyzing customer data.
 To apply customer insights to improve marketing, sales, and customer relationship
management.
 To explore ethical and technological dimensions of customer intelligence.
Course Outline
Week 1: Introduction to Customer Intelligence
 Definition and importance of customer intelligence
 Difference between customer intelligence and market research
 Role in enhancing customer experience and business performance
Week 2-3: Foundations of Customer Data
 Sources of customer data: Surveys, transactions, social media, web analytics
 Qualitative vs. quantitative data in customer intelligence
 Overview of data collection methods
Week 4-5: Customer Behavior Analysis
 Theories of consumer behavior (e.g., Maslow, Engel-Kollat-Blackwell)
 Segmentation, targeting, and positioning using customer insights
 Case study: Customer behavior in Pakistan’s retail sector
Week 6-7: Tools and Technologies for Customer Intelligence
 Customer Relationship Management (CRM) systems (e.g., Salesforce, HubSpot)
 Data analytics tools: Excel, Google Analytics, Tableau
 Introduction to big data and AI in customer intelligence
Week 8: Midterm Review
 Midterm project: Analyze a dataset to derive customer insights
 Topics: Data collection, behavior analysis, tool application
 Assessment: Presentation and report
Week 9-10: Customer Segmentation and Profiling
 Techniques for customer segmentation (demographic, psychographic, behavioral)
 Building customer personas and journey maps
 Practical exercise: Segmenting a Pakistani e-commerce customer base
Week 11: Predictive Analytics in Customer Intelligence
 Basics of predictive modeling and forecasting
 Applications: Churn prediction, lifetime value analysis
 Tools: Introduction to Python or R for predictive analytics (optional)
Week 12: Customer Intelligence in Marketing Strategy
 Personalization and targeted marketing campaigns
 Measuring campaign effectiveness using customer data
 Case study: A Pakistani brand’s social media campaign
Week 13: Ethical and Legal Considerations
 Privacy laws and data protection (e.g., Pakistan’s Data Protection Bill)
 Ethical use of customer data
 Balancing personalization with privacy concerns
Week 14: Customer Intelligence in Pakistan
 Local context: Customer trends in Faisalabad’s textile or FMCG sectors
 Challenges: Data literacy, infrastructure, cultural factors
 Guest lecture (if offered): Industry expert on local CI practices
Week 15: Final Project
 Group project: Develop a customer intelligence strategy for a Pakistani business
 Presentation of insights, recommendations, and mock dashboards
 Peer review and discussion
Week 16: Review and Emerging Trends
 Recap of key concepts and tools
 Trends: AI-driven customer intelligence, real-time analytics, omnichannel strategies
 Exam preparation and course feedback
Learning Outcomes
 Understand the role of customer intelligence in driving business success.
 Analyze customer data to derive actionable insights.
 Apply customer intelligence tools to real-world marketing scenarios.
 Evaluate ethical and practical challenges in customer data management.
Recommended Textbooks/Resources
1. "Customer Intelligence: From Data to Dialogue" by Sean Kelly
2. "Data-Driven Marketing" by Mark Jeffery
3. "CRM at the Speed of Light" by Paul Greenberg
4. Local case studies (e.g., from Pakistani brands like Khaadi or Shan)

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