BUSI 442 Customer Retention Through Digital Marketing

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.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

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 (3)

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 250 words. In the thread, the student must include at least 1 biblical integration and 2 scholarly, peer-reviewed sources (published within the last 5 years) in current APA format. In the replies, the student must include at least 1 biblical integration and 1 scholarly, peer-reviewed source (published within the last 5 years) in current APA format.

Email Campaign Design Challenge Assignment

The student will design a strategic email marketing campaign for a business of their choice, applying course concepts related to permission marketing, campaign development, and performance measurement in a 2–3 page analysis written in current APA format. The paper must incorporate at least 3 sources, including the course textbook, an assigned HBR article, and 1 additional article sourced from the library database.

CRM Strategy Memo with Stewardship Lens Assignment

The student will develop a professional CRM strategy memo for a real company of their choice, applying course concepts related to customer lifetime value, the IDIC model, and operational and analytical CRM tactics in a minimum 4-page APA-formatted memo that also integrates a biblical stewardship perspective on relational marketing. The memo must incorporate at least 4 sources in addition to the Bible, including the course textbook and an assigned article.

AI-Assisted Digital Advertising Audit Assignment

The student will use Microsoft Copilot to analyze the digital advertising strategy of a real company of their choice, then write a 3–4 page critical evaluation in APA format that assesses the AI’s output against concepts covered in the Module: Week including ad formats, targeting techniques, payment models, and privacy considerations. The paper must include at least 3 sources and an appendix containing the full Copilot response.

Digital Retention Dashboard Presentation Assignment

The student will develop a 10–12 slide PowerPoint presentation as a digital marketing consultant for a fictional direct-to-consumer brand, applying course concepts related to KPIs, customer segmentation, and retention measurement to analyze real data and deliver strategic recommendations to company leadership. The presentation must include detailed speaker notes, data-driven analysis, and at least 4 APA-formatted sources.

AI-Assisted Website Usability Evaluation Assignment

The student will use Microsoft Copilot to evaluate the website usability of the same company analyzed in Part 1, then write a 1.5–2 page critical assessment in APA format that compares the AI’s output against the concepts covered in the Module: Week and connects website effectiveness to the course’s broader customer retention themes. The paper must include at least 3 sources and an appendix containing the full Copilot response.

Quizzes (7)

The student will complete 7 quizzes through the Cengage platform based on the textbook material.