For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.