About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 15 hours to complete

Suggested: 11 hours/week...

English

Subtitles: English

What you will learn

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

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

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

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

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 15 hours to complete

Suggested: 11 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
3 hours to complete

The primacy of customer value

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
3 hours to complete

Types of customer data

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
3 hours to complete

Tools for analysing customer data

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
3 hours to complete

Combining tools for meaningful insight

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

Instructor

Avatar

Ray Welling

Dr
Macquarie Business School

About Macquarie University

Macquarie is ranked among the top one per cent of universities in the world, and with a 5-star QS rating, we are recognised for producing graduates who are among the most sought-after professionals in the world. Since our foundation 54 years ago, we have aspired to be a different type of university: one focused on fostering collaboration between students, academics, industry and society....

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 purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, 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.

More questions? Visit the Learner Help Center.