The content of this course focuses on digital marketing strategies and techniques necessary for satisfying and retaining customers. In this course, students are presented with information and methods for driving and assessing overall lifetime customer value and resulting financial performance. The course content also encourages students to explore industry trends and their future impact on 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.
Measurable Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Give examples of effective customer satisfaction and retention tactics.
- Design a financial framework that illustrates customer lifetime value.
- Appraise customer relationship and retention marketing strategies of various companies and propose improvements.
- Interpret facets and utilization of a customer relationship management system or database.
- Integrate a Christian worldview within the field of digital marketing related to customer retention.
Textbook readings and lecture presentations
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
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 using at least 1 biblical integration and 2 scholarly, peer-reviewed sources. Each reply must be at least 300 words.
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 textbooks 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 references in addition to the course textbooks 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 in addition to the course textbooks and the Bible.
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.