Using RFM approach with PBL to course design

Hui-Hsin Huang

doi:10.56003/jse.v3i1.133

Authors

Hui-Hsin Huang Department of Advertising &Public Relations, Fu Jen Catholic University

DOI:

https://doi.org/10.56003/jse.v3i1.133

Keywords:

advertising script, course design, problem based learning, RFM

Abstract

Based on Problem-Based Learning (PBL) concept, this study creates an advertising script by conducting RFM (recency, frequency, monetary) approach from the data analysis in customer relationship management (CRM) course. In PBL process, the students themselves should use RFM method to make segment from the customer database of service industries and find out the characteristics of target segment based on the demographic variables and according to these traits to form their advertising scripts. Through finding the highest value of segment as the target customer, they should focus on the characteristic of their choice target and create an advertising script to attract this segment by their traits. These processes of steps can provide the course design of CRM or advertising project to make creation from customer targeting.

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