Customer Acquisition Planning and Growth Tactics

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.

Learning Outcomes

At the conclusion of the course, you should be able to

• Critique the models for Customer Purchase Process, including the critical decision-points
• Understand the conflicting needs of Consumers, appreciating how this informs Purchase Decisions and adds complexity for the Marketer
• Consider how Marketers influence the Hierarchy of Effects to encourage action by Consumers
• Evaluate Marketing Tools, including Advertising, Advocacy, Promotion and Cause Marketing, which are used to encourage Trial, Repeat and Loyalty

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

*This course may be applied to a certificate only if you are currently declared in a program.

Additional Information

AI* - This course encourages the responsible use of AI tools to enhance the learning experience through AI practices and exercises.