About this Course

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100% online
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Flexible deadlines
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Beginner Level
Approx. 20 hours to complete
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. 20 hours to complete
English
Subtitles: English

Offered by

Macquarie University logo

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.

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

4 hours to complete

Tools for analysing customer data

4 hours to complete
4 videos (Total 23 min), 3 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
3 readings
Become a Global MBA learner10m
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

Reviews

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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

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