Units
2.0 QUARTER UNITS
Course Description
Formerly "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
- Gaining insight about customers
- Describing the target market
- Positioning
- Metrics
- Advertising
- Packaging
- Promotions
- Distribution strategy
- Pricing
- Online and offline marketing
- How to create acquisition strategy
- Word of mouth
- Consumer trends
Additional Information
AI* - This course encourages the responsible use of AI tools to enhance the learning experience through AI practices and exercises.
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This course applies to these programs:
