Customer Value, Acquisition, and Retention

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Customer Value, Acquisition, and Retention

This course is part of Advanced Digital Marketing Specialization

Instructor: Pallassana K Kannan

2,900 already enrolled

Included with

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3 modules

Gain insight into a topic and learn the fundamentals.

19 reviews

Beginner level

No prior experience required

5 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

19 reviews

Beginner level

No prior experience required

5 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

In this course, you'll learn how to distinguish between the concepts of customer lifetime value, customer equity, and customer relationship.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

17 assignments

Taught in English

91%

of learners achieved a positive career outcome

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Build your subject-matter expertise

This course is part of the Advanced Digital Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

In today’s data-driven world, businesses have unparalleled access to customer information, enabling them to develop strategies that foster loyalty, enhance retention, and boost profitability. This course examines how firms leverage customer data to establish lifetime connections, maximize customer equity, and optimize their marketing investments. Through a deep dive into customer lifetime value (CLV), customer equity, and customer relationship concepts, you will gain insights into the metrics and models that drive effective decision-making.

In the first module, we will introduce the course objectives and explain how mastering these concepts can shape your approach to marketing. You'll have the opportunity to meet your instructor, connect with your peers, and become familiar with the Coursera platform and its support resources. Additionally, we will explore the concept of customer relationship management, delve into customer value, and examine the idea of “Customer Lifetime Value (CLV),” which encompasses both current and future customer profitability.

What's included

8 videos14 readings9 assignments3 discussion prompts

8 videosTotal 50 minutes

Meet Your Instructor: PK Kannan1 minute
Managing Customer Relationships in the Digital Environment7 minutes
CRM Philosophy7 minutes
Economics of CRM10 minutes
Customer Value Equation6 minutes
Customer Lifetime Social Value6 minutes
From Customer Value to Shareholder Value7 minutes
Applying the CLV to Spotify6 minutes

14 readingsTotal 44 minutes

Welcome to the Customer Value, Acquisition, and Retention Course!3 minutes
Getting Help3 minutes
Introduction to Customer Value, Firm Value, and Valuing Marketing Investment3 minutes
Introduction to Managing Customer Relationships2 minutes
Introduction to CRM Philosophy2 minutes
Introduction to Economics of CRM1 minute
Introduction to Customer Value Equation1 minute
Introduction to Customer Lifetime Social Value2 minutes
Introduction to From Customer Value to Shareholder Value1 minute
Introduction to Applying the CLV to Spotify1 minute
The Return on Marketing5 minutes
Scenario: Customer Hold Time7 minutes
Customer Value Lifetime Score8 minutes
Faculty Strategies5 minutes

9 assignmentsTotal 31 minutes

Check Your Learning3 minutes
CRM Philosophy3 minutes
Economics of CRM2 minutes
Customer Value Equation2 minutes
Customer Lifetime Social Value3 minutes
From Customer Value to Shareholder Value3 minutes
Applying the CLV to Spotify2 minutes
Managing Customer Relation: Practice and Apply2 minutes
Apply Your Learning: Scenarios11 minutes

3 discussion promptsTotal 30 minutes

Meet Your Learning Group10 minutes
Smith Technology B2C Market Discussion10 minutes
CLV Discussion10 minutes

In this module, we will introduce models for acquiring customers in the digital environment, as well as models for customer churn, highlighting how they inform strategies for retaining customers.

What's included

6 videos10 readings7 assignments2 discussion prompts1 plugin

6 videosTotal 35 minutes

Models of Customer Acquisition7 minutes
Product Line of Multiple Premium Versions5 minutes
Musings on Loyalty and Retention6 minutes
Models for Retention and Churn Modeling5 minutes
Churn Modeling: Case Study5 minutes
Subscription Models5 minutes

10 readingsTotal 42 minutes

Introduction to Models for Acquisition and Retention5 minutes
Introduction to Models of Customer Acquisition4 minutes
Introduction to Product Lines in Freemium Model1 minute
Introduction to Musings on Loyalty and Retention3 minutes
Introduction to Models for Retention and Churn Modeling3 minutes
Introduction to the Churn Modeling Case Study2 minutes
Introduction to Subscription Models2 minutes
Discussion Feedback: Smith Technology Solutions7 minutes
Subscription Model: Scenario5 minutes
Subscription Cancellation Discussion Feedback 10 minutes

7 assignmentsTotal 16 minutes

Models of Customer Acquisition2 minutes
Product Lines in Freemium Model2 minutes
Musings on Loyalty and Retention2 minutes
Models for Retention and Churn Modeling2 minutes
Churn Modeling: Case Study3 minutes
Subscription Models2 minutes
Acquisition and Retention: Practice and Apply3 minutes

2 discussion promptsTotal 23 minutes

Smith Technology Strategies Discussion 13 minutes
Subscription Cancellation Discussion 10 minutes

1 pluginTotal 10 minutes

Drag and Drop: Churn Modeling Application10 minutes

What's included

1 assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(5 ratings)

Pallassana K Kannan

University of Maryland, College Park

4 Courses9,225 learners

Offered by

University of Maryland, College Park

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Reviewed on Apr 5, 2026

I liked the transition from product to customer centric organization and marketing.

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.