Strategy and Planning

Lecture Title: Customer Analysis

• Outline:
• Defining customer analysis and its importance in developing effective marketing strategies.
• Understanding different types of customers (e.g., consumers, businesses) and their buying behaviours.
• Key aspects of customer analysis: needs, wants, motivations, perceptions, preferences, and purchase processes.
• Techniques for conducting customer analysis: market research (surveys, interviews, focus groups), data analysis (CRM data, purchase history, online behaviour), and customer journey mapping.
• Identifying customer segments and their characteristics.
• Understanding customer value and customer lifetime value (CLV).
• Using customer insights to inform segmentation, targeting, positioning, and relationship management strategies, as discussed by Hooley et al.
• Ethical considerations in collecting and using customer data.
• Learning Outcomes:
• Knowledge: Understand the principles and importance of customer analysis, different customer types, and key aspects of their behaviour (IFATE: K1, K4).
• Skills: Be able to apply various techniques for conducting customer analysis, identify customer segments, and interpret customer data to inform marketing decisions (IFATE: S1, S2).
• Behaviours: Demonstrate a customer-centric mindset, empathy for customer needs, and an awareness of ethical considerations in data collection and usage (IFATE: B1, B4).