Please note: This course was previously offered under the title "Customer Acquisition Strategies."
Succeeding in today's marketplace requires a customer acquisition plan that targets the right audiences, provides value at each stage of the journey, and promotes sustainable growth. This course gives students practical strategies and tactics to develop and implement acquisition programs in both B2C and B2B markets. Students learn to map customer funnels, develop personas, and design multi-stage campaigns that combine demand generation, account-based marketing, sales enablement, and marketing technology. The course emphasizes how to measure acquisition success at every step using clear metrics and highlights how digital platforms and AI-enabled technologies can influence customer acquisition planning and execution.
Topics include
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click “Full Schedule” below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
Required Tools and Materials: There is no required text book, but there are many recommended readings and resources that will help with your assignments in the FILES menu in Canvas.
You will need software that allows you to create a presentation such as PowerPoint, Google Slides or Apple Keynote. If using the Google or Apple products, please submit using a PDF file.
