School of Continuing Studies
XMKT-725 Customer Strategy and Business Development
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About the course
Customers are the source of real growth. This course combines the application of in-depth customer insights with practical business development experience in sales, operations and digital marketing to help students learn to help their companies create sustainable, organic growth.
The course will be presented as a blend of concentric ideas including individual account management techniques, customer segmentation management, marketing strategies, and customer experience to create a real competitive advantage.
Augmented by case studies, participants will be able to formulate a comprehensive customer marketing plan that allows them to understand their customers behavior and motivations and apply their brand, products and operational processes to creating customer revenue and earnings growth.
Course Objectives
Upon successful completion of this course, students will be able to:
- Understand account management including fitting customer needs, constructing solutions and custom pricing strategies.
- Demonstrate customer knowledge and business development strategies.
- Formulate a strategic customer marketing plan to create customer revenue and earnings growth.