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Course Description

For those interested in taking their brand management knowledge to the next level, this course will provide a deeper understanding of the customer value proposition and how to acquire new customers, retain them and increase per capita revenue. You'll learn which marketing initiatives have the strongest impact on business results and how to launch a new brand or invigorate an existing one. The course mixes lectures with real-life examples and case studies that provide insights into customer acquisition, retention and revenue growth.

Learning Outcomes

  • Deepen your understanding of the three pillars of growth: customer acquisition, customer retention and revenue per capita.
  • See how the organization overall and its marketing activities contribute to these pillars.
  • Add to each of the pillars with practical online and offline marketing initiatives.
  • Be clear about the role of pricing in building the pillars.
  • Understand how investment targets vary according to the brand challenge.
  • Analyze how Brand Loyalty is developed, maintained and created. Understand how Brand repair is activated through churn management programs.
  • Understand how data, insight and analytics are strengthening Brand Intimacy and the impact on privacy and legal concerns.

Notes

Please note, this course was previously named "Pillars of Revenue: Customer Acquisition, Retention & Revenue per Customer”.

Recommendations

2923 Foundations of Brand Management

This course may be applied towards the SCS Certificate(s) in

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Section Schedule
Date and Time TBA
Delivery Options
ON-LINE  
Course Fees
Flat Fee non-credit $799.00 Click here to get more information
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