BUSI 442 Customer Retention Through Digital Marketing

While acquiring and converting customers are important steps in marketing in the digital realm of business, customer retention is a critical component in digital marketing strategy. Retaining customers is more cost effective for a business than constantly acquiring new customers. This course will introduce and reinforce techniques to retain customers for businesses as critical assets to have in a digital marketing portfolio.

Textbook readings and lecture presentations

No details available.

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (8)

Discussions are collaborative learning experiences. Therefore, the student is required to submit a thread in response to the provided prompt for each discussion. Each thread must be at least 500 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 classmates’ threads. and each reply must be at least 300 words. In the thread and replies, the student must include at least 1 biblical integration and 2 scholarly, peer-reviewed sources. 

Research Paper Assignments (2)

The student will write 2 research-based papers in current APA format that focus on the direct response and database foundations of internet marketing, email marketing to build consumer and business relationships, and customer relationship development and retention marketing. Each paper must be at least 1,000 words and include at least 3 scholarly references in addition to the course textbook and the Bible.

Topical Paper Assignments (2)

The student will write 2 topical papers in current APA format that focus on direct response and customer relationship systems. Each paper must be at least 1,500 words and include at least 5 scholarly references in addition to the course textbook and the Bible.

Customer Retention Strategy Project Assignment (2)

The student will complete 2 phases of the Customer Retention Strategy Project in current APA format that focus on digital marketing concepts related to lead generation, optimization, and retention. This assignment must be at least 2,500 words and include at least 8 scholarly sources and the Bible.

Quizzes (3)

The student will complete 3 quizzes through the Cengage platform based on the textbook material. 

Interactive Exercises (2)

The student will complete 2 interactive exercises through the Cengage platform.