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Great Ideas for Teaching Marketing

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customer lifetime value

Customer Lifetime Value Calculation (a step-by-step guide)

In this exercise, students work through a customer lifetime value calculation and explain the individual components, ideal for advanced marketing students.

Categories Analysis and Metrics, Services/CRM

Interpreting Customer Lifetime Value

A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.

Categories Analysis and Metrics, Services/CRM

Calculating Customer Lifetime Value (Basic Formula)

This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.

Categories Analysis and Metrics, Services/CRM

Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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