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.
By the end of the course, you will have the skills to analyze customer acquisition costs, evaluate the financial impact of marketing channels, and leverage customer analytics to foster stronger, more cost-effective relationships in the digital marketplace.
Overview
Syllabus
- Introduction to Selecting the Right Customer & Channel
- 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.
- Channel Decisions
- In Module 2, we will discuss Channel Decisions and the implications for delivering products to customers.
- End-of-Course Evaluation
- Congratulations! You've made it to the end of the course. As a final assessment, it's time to apply your learning.
Taught by
Mary Beth Furst
