Topic : “Measuring Customer Value and Designing Marketing Strategy”.
Professor Prithwiraj Nath, Faculty Director of Partnerships, Faculty of Social Sciences, and Professor of Marketing at Essex Business School, University of Essex, UK, delivered an in-person session on “Measuring Customer Value and Designing Marketing Strategy”. The session was attended by approximately 22 first-year students of the BBA Marketing Management programme from the School of Branding and Advertising. The lecture focused on how organizations evaluate customer value using both qualitative and quantitative approaches and translate these insights into effective marketing strategies. Professor Nath highlighted key concepts such as customer lifetime value, market segmentation, and data-driven decision-making, emphasizing their role in building sustainable brands. The session also underscored the importance of aligning marketing strategies with evolving customer needs to enhance engagement, loyalty, and long-term business performance.
