In today’s data-driven world, businesses have unparalleled access to customer information, enabling them to develop strategies that foster loyalty, enhance retention, and boost profitability. This course examines how firms leverage customer data to establish lifetime connections, maximize customer equity, and optimize their marketing investments. Through a deep dive into customer lifetime value (CLV), customer equity, and customer relationship concepts, you will gain insights into the metrics and models that drive effective decision-making.
Customer Value, Acquisition, and Retention
Customer Value, Acquisition, and Retention
Instructor: Pallassana K Kannan
Sponsored by PTT Global Chemical
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
In this course, you'll learn how to distinguish between the concepts of customer lifetime value, customer equity, and customer relationship.
Skills you'll gain
- Market Research
- Strategic Marketing
- Business Strategy
- Customer Acquisition Management
- Customer Relationship Management
- Marketing Strategies
- Marketing Management
- Customer Analysis
- Business Development
- Market Analysis
- Business-To-Consumer
- Marketing Effectiveness
- Account Management
- Loyalty Programs
- Customer Retention
- Growth Strategies
- Customer Insights
- Customer Relationship Building
- Marketing Strategy and Techniques
- Marketing Planning
Details to know
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Assessments
17 assignments
Taught in English
Recently updated!
December 2024
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There are 3 modules in this course
In the first module, we will introduce the course objectives and explain how mastering these concepts can shape your approach to marketing. You'll have the opportunity to meet your instructor, connect with your peers, and become familiar with the Coursera platform and its support resources. Additionally, we will explore the concept of customer relationship management, delve into customer value, and examine the idea of “Customer Lifetime Value (CLV),” which encompasses both current and future customer profitability.
What's included
8 videos14 readings9 assignments3 discussion prompts
In this module, we will introduce models for acquiring customers in the digital environment, as well as models for customer churn, highlighting how they inform strategies for retaining customers.
What's included
6 videos10 readings7 assignments2 discussion prompts1 plugin
What's included
1 assignment
Instructor
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