“以消费者为核心”的思维模式：顾客权益和顾客分析、顾客价值驱动因素、顾客终生价值构成因素和市场营销对顾客终身价值的影响Introduction to customer centric thinking.An overview of customer equity and analytics;examining the drivers of customer value;a discussion of the components of customer lifetime value and how marketing may positively affect it.
顾客分析：顾客数据分析方法、顾客保持度驱动因素评估、顾客保持度与市场活动关联模型搭建Foundations of Customer Analytics.Discussion of the methods appropriate for analyzing customer data；evaluating the drivers of customer retention;development of the appropriate model to link marketing actions to customer retention.
顾客权益支撑市场决策：市场活动与顾客权益构成联系、顾客购置与顾客保留投资评估、顾客购置与顾客保留成本权衡表单模型搭建Using customer equity to support decision making.Link marketing actions to the components of customer equity;evaluating investments in acquisition and retention;build a spreadsheet model that can be used to evaluate the tradeoffs between acquisition and retention.
社交媒体数据丰富顾客分析：社交媒体数据助力顾客分析，通过文本分析进行顾客分析，运用通用技巧进行文本分析Enriching customer analytics with external data:social media data.Discuss how social media data can be used to understand customers;customer profiling via text analysis;conduct text analysis using common techniques.
第三方数据丰富顾客分析：借助第三方数据补充内部市场数据划分与理解顾客行为，评估顾客购买力，运用定位数据补充内部市场数据评估顾客购买力Enriching customer analytics with external data:other 3rd party data.Discuss how 3rd party data can supplement internal data to understand customer behavior in the category;examining size and share of wallet;how can mobile location data supplement internal data to provide measures of both size and share of wallet.
项目回顾与成果展示Program Review and Presentation
论文辅导Project Deliverables Tutoring
适合人群
高中生|大学生
市场营销、品牌营销、数字化市场营销、营销科学、传播学等专业或希望修读相关专业的学生；学生需要具备品牌营销、统计与Excel基础
课程模式
10课时的主导师Lecture
名校教研体系深度浸泡
6课时1对1 Office Hour
扫除你上课时积累的所有疑难知识点
12课时的Mentor Session
指导小组完成实战项目
2课时的成果汇报Presentation
将你所学知识呈献给导师及所有学员，获得导师点拨和反馈
24小时内答疑回复
24小时内答疑，时间解决遗留问题
全程助教辅助模式
项目期间配双语助教全程辅助教学过程，不让任何一位学生落下进度
班主任跟踪监督模式
不让懒惰拖延成为你成功路上的绊脚石
师生比例1比4
小班教学，人人都能与大佬沟通熟悉，打通人脉
