In a world where businesses have unprecedented access to customer data, the ability to manage and influence relationships effectively has become essential. This course explores how firms establish and nurture relationships with both Business-to-Consumer (B2C) and Business-to-Business (B2B) customers, while also evaluating the financial implications of these connections.
Selecting the Right Customer & Channel
Gain insight into a topic and learn the fundamentals.
Beginner level
No prior experience required
4 hours to complete
3 weeks at 1 hour a week
Flexible schedule
Learn at your own pace
What you'll learn
Analyze customer costs, assess marketing impact, and use analytics to build strong, cost-effective business relationships.
Details to know
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Assessments
14 assignments
Taught in English
Recently updated!
December 2024
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There are 3 modules in this course
In the first module, we’ll set the stage for your learning journey where you'll get an overview of the course objectives. You'll have the opportunity to meet your instructor, engage with your fellow learners, and familiarize yourself with the available support resources on Coursera, ensuring you're equipped to succeed. Additionally, we will dive into an essential business concept—how organizations identify the right customers for their business. Understanding this decision-making process is crucial for any business striving for success.
What's included
6 videos9 readings6 assignments3 discussion prompts1 plugin
In Module 2, we will discuss Channel Decisions and the implications for delivering products to customers.
What's included
5 videos7 readings7 assignments2 discussion prompts
Congratulations! You've made it to the end of the course. As a final assessment, it's time to apply your learning.
What's included
1 assignment
Instructor
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