About this Course

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Shareable Certificate

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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 8 hours to complete

Suggested: 9 hours/week...

English

Subtitles: English

What you will learn

  • Analyse the concept of customer value and its importance to an organisation.

  • Explore the types of customer data that are collected, both by traditional and digital methods.

  • Examine the tools used and determine what works best to solve which problem.

  • Use customer data to both understand the current situation and develop and drive strategy.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 8 hours to complete

Suggested: 9 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1

Week 1

3 hours to complete

The primacy of customer value

3 hours to complete
6 videos (Total 27 min), 2 readings, 2 quizzes
6 videos
Week 1 outline1m
1.1 It’s not about you, it’s about them: The primacy of the customer6m
1.2 Customer-centred thinking is the new black5m
1.3 Digging for gold – uncovering customer value6m
1.4 Habit corner: Becoming more customer-centred3m
2 readings
Explore further resources1h
Practice task: Permission marketing30m
2 practice exercises
Recall 130m
Week 1 quiz1h
Week
2

Week 2

3 hours to complete

Types of customer data

3 hours to complete
4 videos (Total 22 min), 2 readings, 2 quizzes
4 videos
2.1 Which types of data are relevant?6m
2.2 The importance of research to knowing your customers6m
2.3 How digital technology has transformed customer data collection7m
2 readings
Explore further resources 21h
Practice task: Market research30m
2 practice exercises
Recall 230m
Week 2 quiz1h
Week
3

Week 3

3 hours to complete

Tools for analysing customer data

3 hours to complete
4 videos (Total 23 min), 2 readings, 2 quizzes
4 videos
3.1 Making data useful: the DIKW pyramid5m
3.2 Customer journey mapping6m
3.3 Customer journeys and the consumer decision-making process8m
2 readings
Explore further resources 31h
Practice task: Customer journey mapping30m
2 practice exercises
Recall 330m
Quiz 31h
Week
4

Week 4

3 hours to complete

Combining tools for meaningful insight

3 hours to complete
4 videos (Total 19 min), 2 readings, 2 quizzes
4 videos
4.1 Turning information into knowledge: Attribution models6m
4.2 Making information meaningful and eliminating bias6m
4.3 Extracting knowledge from Google Analytics4m
2 readings
Explore further resources 41h
Practice task - Connecting with customer using data30m
2 practice exercises
Recall 430m
Week 41h

Offered by

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Macquarie University

Start working towards your Master's degree

This course is part of the 100% online Global Master of Business Administration (Global MBA) from Macquarie University. If you are admitted to the full program, your courses count towards your degree learning.

About the Analysing: Numeric and digital literacies Specialization

Being financially and data-literate is a requirement of all effective leaders. This includes the ability to analyse data and harness its value, as well as to leverage these skills to become a future-focused business leader. In four themed courses, this specialisation will: teach you that financial literacy is a required capability for every business leader (Know Your Numbers 1); provide you with a foundational understanding of how to manage your organisation’s finances effectively (Know Your Numbers 2); equip you with tools to analyse data and generate market insights (Generate Insights); and explore what to measure to maximise customer value (Know Your Customers)....
Analysing: Numeric and digital literacies

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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. If you only want to read and view the course content, you can audit the course for free.

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