• Length:
    4 Weeks
  • Effort:
    3–5 hours per week
  • Price:

    FREE
    Add a Verified Certificate for $499 USD

  • Institutions
  • Subject:
  • Level:
    Introductory
  • Language:
    English
  • Video Transcript:
    English
  • Course Type:
    Self-paced on your time

Associated Programs:

About this course

Skip About this course

Turn your digital marketing data insights into customer insights and selection techniques through the application of customer lifetime value concepts. You will learn from marketing science experts who will leverage the latest in research and proven application of customer engagement tools and strategies. Explore how to create customer value and evaluate marketing actions, identify and select customers and turn loyalty programs into long term solutions. You will also analyze customer churn and its impact and explore the latest Direct to Consumer Models and other valuation tools.

This online course is designed for marketing managers and analysts, customer relationship managers, and strategists in any sized organization and company.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.

What you'll learn

Skip What you'll learn

4.1 Customer Lifetime Value Concepts

4.2 CLV to Firm Value

4.3 Using CLV for evaluating marketing actions

4.4 Identification/Selection of Customers

4.5 Managing Loyalty/Churn

4.6 Direct To Consumer Models

Meet your instructors

P.K. Kannan
Professor of Marketing, Dean’s Chair in Marketing Science
University of Maryland
Mary Beth Furst
Associate Clinical Professor, Marketing
University of Maryland

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