Study Plan for Week 3

Name of Subsection Video Content & Audio Text Content Topics Covered
Content

Subsection 1 Approximately 5 Approximately 15 1. Overview and objectives

minutes- videos minutes 2. Learning resources
Introduction to the Week 3. Study plan

Subsection 2 Approximately 12 Approximately 1. Product centric

minutes- videos 5 minutes 2. Segment centric
Evolution of Marketing 3. Customer centric
Practices Ungraded questions 4. Customer centricity
Approximately 15 5. Tanishq way of life-
minutes interview
6. Ungraded questions

Subsection 3 Approximately 18 Approximately 5 1. Market share

minutes- videos minutes 2. Market share orientation
Customer Share Vs Market 3. Customer share
Share Ungraded questions orientation
Approximately 10 4. Market share Vs customer
minutes share orientation
5. Ungraded questions

Subsection 4 Approximately 46 Approximately 20 1. Introduction to Customer

minutes- videos minutes lifetime value (CLV)
Lifetime Value of Customers 2. CLV Calculation
Ungraded questions 3. Loyalty and Profitability
Approximately 20 4. Analytics in CRM
minutes 5. Ungraded Questions

Subsection 5 Approximately 11 Approximately 10 1. Activity based costing for

minutes- videos minutes CRM
Activity Based Costing for 2. High cost to serve Vs low
CRM Ungraded questions cost to serve customers
10 minutes 3. Customer Profitability
4. Ungraded questions

Subsection 6 Approximately 5 Approximately 5 1. Customer equity

minutes- videos minutes
Customer Equity

Subsection 7 Approximately 30 N/A 1. Interview Siva Ganapathi

minutes- videos (2 clips)
Insights from the Experts 2. Interview with Dr.
Rajashekar
 3. Interview with Professor
Pulak Ghosh

Subsection 8 NA Approximately 30 1. Total 10 MCQ questions.

minutes
Graded Assessment
Total Time Approximately 2 hours Approximately 2 hours

Effort for Week 3 Approximately 4 hours