Customer Value, Acquisition, and Retention

Instructor: Pallassana K Kannan

Beginner Level • 4 hours to complete • Flexible Schedule

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

Brand Loyalty
Loyalty Programs
Return On Investment
Customer Relationship Management
Growth Strategies
Marketing Strategies
Customer Insights
Customer Engagement
Customer Acquisition Management
Marketing Analytics
Marketing Effectiveness
Customer Retention

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile

Outcomes

  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

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.

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.