Fundamentals of Customer Acquisition Management from Coursera

Designed for beginners, this course bridges foundational theories with actionable strategies, enabling learners to navigate the complexities of attracting and retaining customers in today's dynamic market. Participants will explore various acquisition channels, the crucial role of branding and data, and the science behind measuring and refining acquisition efforts. Through theoretical insights and real-world case studies, this course equips learners with the skills to craft effective acquisition strategies, leverage branding for market advantage, and utilize analytics for informed decision-making across different channels.

This course targets Marketing Coordinators, Brand Managers, Small Business Owners, Digital Marketers, and Start-up Founders seeking to deepen their understanding of customer acquisition strategies. These professionals, responsible for brand presence, customer engagement, and growth, will gain practical insights through real-world applications and case studies, enabling them to enhance brand loyalty and engagement immediately.

Participants should have a basic understanding of marketing concepts and an eagerness to expand their knowledge of branding and digital marketing avenues. While no prior detailed knowledge of customer acquisition is necessary, an interest in exploring new strategies and tools for engaging customers is essential. The course is designed to build on foundational marketing knowledge and guide learners through more advanced techniques and practices, making it suitable for those looking to take their marketing skills to the next level.

By the end of this course, participants will explore the fundamentals of customer acquisition and understand its strategic importance in building strong relationships with their audiences. They will examine key branding principles and their impact on customer engagement throughout the marketing funnel. Additionally, learners will analyze successful customer acquisition cases from various industries, gaining insights into effective strategies. The course will also equip participants with analytical tools to measure and enhance their acquisition efforts, enabling them to apply these techniques to their own marketing campaigns for improved results.

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Syllabus

Fundamentals of Customer Acquisition Management

Welcome to the course "Fundamentals of Customer Acquisition Management"! Designed for beginners, this course bridges foundational theories with actionable strategies, enabling learners to navigate the complexities of attracting and retaining customers in today's dynamic market. Participants will explore various acquisition channels, the crucial role of branding and data, and the science behind measuring and refining acquisition efforts through real-world case studies.

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Bridges foundational theories with actionable strategies, which enables learners to navigate the complexities of attracting and retaining customers in today's dynamic market

Explores various acquisition channels, the crucial role of branding and data, and the science behind measuring and refining acquisition efforts through real-world case studies

Examines key branding principles and their impact on customer engagement throughout the marketing funnel, which is essential for building strong relationships with audiences

Analyzes successful customer acquisition cases from various industries, which provides insights into effective strategies that can be immediately applied to real-world scenarios

Equips participants with analytical tools to measure and enhance their acquisition efforts, enabling them to apply these techniques to their own marketing campaigns for improved results

Requires a basic understanding of marketing concepts and an eagerness to expand knowledge of branding and digital marketing avenues, which may require additional coursework for some learners

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Fundamentals of Customer Acquisition Management with these activities:

Review Basic Marketing Principles

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Reinforce foundational marketing knowledge to better understand customer acquisition strategies.

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Review the 4Ps of marketing (Product, Price, Place, Promotion).
Define target audience and market segmentation.
Understand the concept of a marketing funnel.

Read 'Building a StoryBrand' by Donald Miller

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Learn how to craft a compelling brand story to attract and retain customers.

View Building a StoryBrand 2.0: Clarify Your Message... on Amazon

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Read the book and take notes on key concepts.
Apply the StoryBrand framework to your own brand or a brand you admire.
Identify areas where your brand's messaging can be improved.

Analyze a Successful Customer Acquisition Campaign

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Deepen understanding of effective strategies by dissecting a real-world example.

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Choose a company known for its successful customer acquisition.
Research their acquisition channels and strategies.
Analyze their branding and messaging.
Present your findings in a short report or presentation.

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Create a Customer Persona

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Solidify understanding of target audiences by creating a detailed customer persona.

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Research your target audience's demographics, psychographics, and behaviors.
Develop a detailed customer persona based on your research.
Present your persona in a visually appealing format.

A/B Test Headline Variations

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Reinforce understanding of A/B testing by practicing headline variations.

Browse courses on A/B Testing

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Choose a landing page or ad headline.
Create two variations of the headline.
Use a tool like Google Optimize to A/B test the headlines.
Analyze the results and draw conclusions.

Develop a Customer Acquisition Plan

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Apply course knowledge by creating a comprehensive customer acquisition plan.

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Define your target audience and their needs.
Identify the most effective acquisition channels for your target audience.
Develop a budget and timeline for your acquisition plan.
Outline your key performance indicators (KPIs) and how you will measure success.

Read 'Traction' by Gino Wickman

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Understand how customer acquisition fits into the broader business strategy.

View Get A Grip: How to Get Everything You Want from... on Amazon

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Read the book and take notes on key concepts.
Identify areas where your business can improve its traction.
Apply the EOS framework to your own business or a business you admire.

Career center

Learners who complete Fundamentals of Customer Acquisition Management will develop knowledge and skills that may be useful to these careers:

Digital Marketing Specialist

A Digital Marketing Specialist focuses on using online channels to promote brands and acquire customers. This course, which explores various acquisition channels, helps a Digital Marketing Specialist build a foundation in customer acquisition strategies. The course's focus on using analytics to measure and refine acquisition efforts is directly applicable to the work of a digital specialist. Learning about branding as it applies to customer acquisition will also be useful for a Digital Marketing Specialist, who is often responsible for a brand’s online presence. A Digital Marketing Specialist would be particularly interested in the real world case studies within the course.

See salaries and explore the career path for Digital Marketing Specialist

Small Business Owner

A Small Business Owner often handles multiple roles within their business, including marketing and customer acquisition. For a small business owner, this course helps them understand and implement the fundamentals of customer acquisition, which is crucial for business growth. They will learn to explore various acquisition channels, understand the impact of branding, and use analytics for decision making. The course's focus on real world case studies is especially beneficial and directly applicable to the challenges faced by a Small Business Owner. It is essential for Small Business Owners to acquire new customers and create loyal, returning customers.

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Startup Founder

A Startup Founder is often responsible for all aspects of a new business, including marketing and customer acquisition. This course is designed for a Startup Founder, because it teaches the fundamentals of customer acquisition, from branding to data analytics. This course also explores acquisition channels and equips the founder with the skills to make informed decisions on how to grow their customer base. The real-world case studies, in particular, are very relevant to the challenges faced by a startup founder. The course helps equip a Startup Founder to engage customers immediately.

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Brand Manager

Brand Managers are responsible for developing and maintaining a brand's image, often heavily involved in customer acquisition. This course helps prepare a Brand Manager to focus on crafting effective acquisition strategies and leveraging branding for market advantage. They will also learn how to use analytics to inform decision making across different customer acquisition channels. Through a curriculum focused on real world case studies, a Brand Manager can use the skills to enhance brand loyalty and engagement. The course’s focus on the connection of branding and customer engagement is particularly useful for a Brand Manager.

See salaries and explore the career path for Brand Manager

Marketing Coordinator

A Marketing Coordinator plays a vital role in executing marketing strategies, often focusing on specific campaigns that include customer acquisition. This course is designed to enhance understanding of customer acquisition strategies, which directly aligns with the responsibilities of a Marketing Coordinator who is tasked with growing brand awareness and engaging customers. The course helps build a foundation by exploring various acquisition channels and branding principles, as well as how data analytics can inform better decisions. A Marketing Coordinator can immediately implement strategies learned, such as improved measurement and refinement of acquisition efforts. The real world case studies are especially relevant to the hands on work of a coordinator.

See salaries and explore the career path for Marketing Coordinator

Marketing Analyst

A Marketing Analyst interprets data to improve marketing campaigns, including customer acquisition efforts. This course helps a Marketing Analyst to understand the importance of data in customer acquisition. The course equips them with the skills to analyze effective customer acquisition strategies and understand how branding influences the customer journey. The course's discussion of measuring and refining acquisition efforts gives a Marketing Analyst an advantage when making recommendations. The real world case studies are also useful.

See salaries and explore the career path for Marketing Analyst

E-commerce Manager

An E-Commerce Manager oversees online sales and marketing efforts, heavily involved in customer acquisition online. This course helps an E-Commerce Manager by delving into various acquisition channels, including online strategies. The course's exploration of branding and how it relates to online customer engagement is also relevant to the E-Commerce Manager. They will be able to apply their knowledge of analytics to their own online campaigns. Learning from real-world case studies is invaluable for an E-Commerce Manager.

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Sales Manager

A Sales Manager leads sales teams, with a role that heavily relies on new customer acquisition. This course may be useful to a Sales Manager in understanding how marketing efforts connect to sales results. A Sales Manager will understand how data analytics can guide them and their team, and how they can work with branding in their own roles. Gaining insights from real-world case studies can be particularly beneficial in a role focused on sales strategies. Knowing how to measure and refine acquisition efforts helps a Sales Manager understand their own team's performance.

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Market Research Analyst

A Market Research Analyst analyzes market trends and consumer behavior, providing data that informs marketing and acquisition strategies. This course may be helpful to a Market Research Analyst because it explores the various channels and methods used in customer acquisition, which are directly connected to their own research. They will learn about the important role of branding and how to analyze data. The real world case studies give another angle of approach to conducting research.

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Public Relations Specialist

A Public Relations Specialist manages the public image of a brand, indirectly influencing customer acquisition. This course may assist a Public Relations Specialist in understanding the connection between brand perception and customer acquisition. The course's focus on branding principles are helpful in their role of shaping public image. The case studies give another perspective on how brands acquire new customers. They can also use knowledge of marketing channels to ensure their communications are reaching a wider audience.

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Content Marketing Manager

A Content Marketing Manager creates and distributes content to attract and engage customers. This course may be useful to a Content Marketing Manager as they explore customer acquisition channels and see how their content fits into the overall marketing strategy. The course's understanding of branding may also inform content creation. Knowledge of how analytics is used to measure and refine acquisition efforts will inform improvements to content strategies. A content marketer can also learn how content impacts acquisition in real world case studies.

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Social Media Manager

A Social Media Manager utilizes social platforms to engage with customers and increase brand visibility. This course may be useful to a Social Media Manager as they will be able to apply their knowledge of various acquisition channels to social media platforms. The course will help them understand how branding increases engagement across social media. They can also use the course to learn how to measure the results of acquisition efforts on social media, for example, through analytics. The real world case studies will show them how other brands have used social to build their audience.

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Business Development Manager

A Business Development Manager focuses on creating new business opportunities and expanding the customer base. This course may be helpful to a Business Development Manager because it explores methods of customer acquisition. The course shows how branding contributes to customer engagement, which could help a Business Development Manager create new partnerships. Also, understanding data analytics is crucial to making informed decisions. The real world case studies are also relevant to the role.

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Customer Success Manager

A Customer Success Manager focuses on building and maintaining a positive relationship with customers. This course may be useful because while they are not acquiring new customers directly, understanding acquisition strategies provides valuable context to their role. They will better understand customer engagement through the lens of acquisition. The course's attention to branding is also useful. They will also see how other companies focus on acquisition through real world case studies. A Customer Success Manager may see how they can work with the marketing team more effectively.

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Product Manager

A Product Manager guides the development and marketing of products, and indirectly impacts customer acquisition. This course may be useful to a Product Manager, who is looking to better understand how marketing affects their products and the broader brand. The course explores the connection between branding and customer engagement, which can inform product development decisions. The Product Manager can also see the impact of their products on acquisition through case studies. They gain an understanding of how analytics are used in acquisition.

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Fundamentals of Customer Acquisition Management

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