Selecting the Right Customer & Channel

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Selecting the Right Customer & Channel

This course is part of Advanced Digital Marketing Specialization

Instructor: Mary Beth Furst

Included with

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3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

4 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze customer costs, assess marketing impact, and use analytics to build strong, cost-effective business relationships.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

14 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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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 a world where businesses have unprecedented access to customer data, the ability to manage and influence relationships effectively has become essential. This course explores how firms establish and nurture relationships with both Business-to-Consumer (B2C) and Business-to-Business (B2B) customers, while also evaluating the financial implications of these connections.

In the first module, we’ll set the stage for your learning journey where you'll get an overview of the course objectives. You'll have the opportunity to meet your instructor, engage with your fellow learners, and familiarize yourself with the available support resources on Coursera, ensuring you're equipped to succeed. Additionally, we will dive into an essential business concept—how organizations identify the right customers for their business. Understanding this decision-making process is crucial for any business striving for success.

What's included

6 videos9 readings6 assignments3 discussion prompts1 plugin

6 videos Total 18 minutes

Meet Your Instructor: Mary Beth Furst 0 minutes
Selecting the Right Customer 3 minutes
Elements of Acquisition 4 minutes
Business to Customer Market 5 minutes
Business to Business Market 4 minutes
Review | Closing Remarks 1 minute

9 readings Total 44 minutes

Welcome to the Selecting the Right Customer & Channel Course! 7 minutes
Getting Help 3 minutes
Introduction to Selecting the Right Customer, B2B and B2C 5 minutes
Introduction to Selecting the Right Customer 5 minutes
Introduction to Elements of Acquisition 3 minutes
Introduction to B2C Customer 3 minutes
Introduction to B2B Customer 2 minutes
Closing Remarks 1 minute
Scenario: The Case of Blue Apron 15 minutes

6 assignments Total 22 minutes

Selecting the Right Customer 3 minutes
Elements of Acquisition 3 minutes
B2C Customer 3 minutes
Check Your Learning 3 minutes
Selecting the Right Customer 5 minutes
The Case of Blue Apron 5 minutes

3 discussion prompts Total 33 minutes

Meet Your Learning Group 10 minutes
SmithTech B2C Market 10 minutes
Explore and Discuss 13 minutes

1 plugin Total 15 minutes

Categorize the Options 15 minutes

In Module 2, we will discuss Channel Decisions and the implications for delivering products to customers.

What's included

5 videos7 readings7 assignments2 discussion prompts

5 videos Total 23 minutes

Introduction to Marketing Decisions 3 minutes
Channel Member Responsibilities 9 minutes
Buyer Costs 5 minutes
Seller Costs 4 minutes
Channel Decisions 2 minutes

7 readings Total 32 minutes

Module 2: Introduction to Channel Decisions 5 minutes
Introduction to Marketing Decisions 3 minutes
Introduction to Channel Member Responsibilities 3 minutes
Introduction to Buyer Costs 2 minutes
Introduction to Cost Implications for Sellers 3 minutes
Introduction to Channel Decisions 3 minutes
The University of MD Medical System: Scenario 13 minutes

7 assignments Total 22 minutes

Marketing Decisions 2 minutes
Channel Member Responsibilities 5 minutes
Buyer Costs 2 minutes
Seller Costs 2 minutes
Channel Decisions 2 minutes
Apply Your Learning: Channel Structure 5 minutes
The University of MD Medical System 4 minutes

2 discussion prompts Total 25 minutes

Smith Technology Profit And Cost Decision Discussion 10 minutes
UMM COVID-19 Response Discussion 15 minutes

Congratulations! You've made it to the end of the course. As a final assessment, it's time to apply your learning.

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

Mary Beth Furst

University of Maryland, College Park

1 Course 660 learners

Offered by

University of Maryland, College Park

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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.