Selecting the Right Customer & Channel
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Selecting the Right Customer & Channel
This course is part of Advanced Digital Marketing Specialization
Instructor: Mary Beth Furst
Included with
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What you'll learn
Analyze customer costs, assess marketing impact, and use analytics to build strong, cost-effective business relationships.
Skills you'll gain
- Customer Data Management
- Brand Loyalty
- B2B Sales
- Marketing Channel
- Customer Relationship Management
- Analytics
- Cross-Channel Marketing
- Target Market
- Customer Retention
- Operating Cost
- Business-To-Consumer
- Marketing Effectiveness
- Customer Analysis
- Strategic Decision-Making
- Customer Relationship Building
- Customer Engagement
- Customer Acquisition Management
Details to know
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- 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 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.
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.
What's included
6 videos9 readings6 assignments3 discussion prompts1 plugin
6 videos•Total 18 minutes
- Meet Your Instructor: Mary Beth Furst•0 minutes
- Selecting the Right Customer•3 minutes
- Elements of Acquisition•4 minutes
- Business to Customer Market•5 minutes
- Business to Business Market•4 minutes
- Review | Closing Remarks•1 minute
9 readings•Total 44 minutes
- Welcome to the Selecting the Right Customer & Channel Course!•7 minutes
- Getting Help•3 minutes
- Introduction to Selecting the Right Customer, B2B and B2C•5 minutes
- Introduction to Selecting the Right Customer•5 minutes
- Introduction to Elements of Acquisition•3 minutes
- Introduction to B2C Customer•3 minutes
- Introduction to B2B Customer•2 minutes
- Closing Remarks•1 minute
- Scenario: The Case of Blue Apron•15 minutes
6 assignments•Total 22 minutes
- Selecting the Right Customer•3 minutes
- Elements of Acquisition•3 minutes
- B2C Customer•3 minutes
- Check Your Learning•3 minutes
- Selecting the Right Customer•5 minutes
- The Case of Blue Apron•5 minutes
3 discussion prompts•Total 33 minutes
- Meet Your Learning Group•10 minutes
- SmithTech B2C Market•10 minutes
- Explore and Discuss•13 minutes
1 plugin•Total 15 minutes
- Categorize the Options•15 minutes
In Module 2, we will discuss Channel Decisions and the implications for delivering products to customers.
What's included
5 videos7 readings7 assignments2 discussion prompts
5 videos•Total 23 minutes
- Introduction to Marketing Decisions•3 minutes
- Channel Member Responsibilities•9 minutes
- Buyer Costs•5 minutes
- Seller Costs•4 minutes
- Channel Decisions•2 minutes
7 readings•Total 32 minutes
- Module 2: Introduction to Channel Decisions•5 minutes
- Introduction to Marketing Decisions•3 minutes
- Introduction to Channel Member Responsibilities•3 minutes
- Introduction to Buyer Costs•2 minutes
- Introduction to Cost Implications for Sellers•3 minutes
- Introduction to Channel Decisions•3 minutes
- The University of MD Medical System: Scenario•13 minutes
7 assignments•Total 22 minutes
- Marketing Decisions•2 minutes
- Channel Member Responsibilities•5 minutes
- Buyer Costs•2 minutes
- Seller Costs•2 minutes
- Channel Decisions•2 minutes
- Apply Your Learning: Channel Structure•5 minutes
- The University of MD Medical System•4 minutes
2 discussion prompts•Total 25 minutes
- Smith Technology Profit And Cost Decision Discussion •10 minutes
- UMM COVID-19 Response Discussion•15 minutes
Congratulations! You've made it to the end of the course. As a final assessment, it's time to apply your learning.
What's included
1 assignment
1 assignment•Total 15 minutes
- Apply Your Learning: End-of-Course Evaluation•15 minutes
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