學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Managing Customers for Growth: Course Overview for Students
內容大綱
Managing Customers for Growth (MCG) is a 14-session elective course for second-year MBA students at Harvard Business School. It is designed for business professionals engaged in roles centered on customer-driven growth activities. The course explores the dynamics of customer acquisition, retention, and development, aiming to assist managers in achieving sustainable customer growth. MCG focuses on examining the complexities of managing customer relationships in an environment characterized by increasing data availability and rapid technological advancements. The course blends case studies and practical exercises/workshops, aiming to provide comprehensive insights into customer management strategies, key frameworks, and tools for enhanced decision-making. It also highlights the challenges that today's managers face, especially regarding the ethical and responsible use of data to protect consumer privacy and prevent algorithmic bias. The interactive workshops enable students to engage with various forms of customer data, which will be analyzed to inform strategic decisions. The aim of these workshops is to hone students' quantitative intuition and to improve their ability to effectively collaborate with data science teams, thereby enhancing their data-driven decision-making capabilities. This note outlines the course objectives, the key questions, and the core ideas explored throughout the course.