Course Modules

Module 1: Customer Acquisition Fundamentals

• Understanding the customer lifecycle

• Defining your ideal customer profile (ICP) and buyer personas

• Customer acquisition funnel: Awareness → Interest → Conversion

• Channel selection: SEO, PPC, social, referrals, events, influencer marketing

• Measuring CAC (Customer Acquisition Cost)

Outcome: Develop a detailed acquisition plan for a specific product or service.

Module 2: Digital Tools and Tactics for Acquisition

• Inbound vs. outbound marketing strategies

• Content marketing and lead magnets

• Email marketing and automation

• Landing pages, CTAs, and conversion optimization

• Paid media: Google Ads, social ads, and retargeting

Outcome:Design a customer acquisition campaign using digital channels and automation tools.

Module 3: Customer Retention & Loyalty Strategies

• Why retention matters: CLV vs CAC

• Customer onboarding and engagement journeys

• Building loyalty through personalization and support

• Retention strategies: Rewards, subscriptions, loyalty programs

• Net Promoter Score (NPS) and customer satisfaction metrics

Outcome:Create a retention program blueprint for an existing customer segment.

Module 4: CRM, Data & Measuring Success

• Introduction to CRM systems (HubSpot, Salesforce, Zoho)

• Data-driven customer segmentation and targeting

• Email drip campaigns and lifecycle triggers

• Key metrics: Churn rate, CLV, CAC:LTV ratio

• A/B testing and optimizing acquisition/retention efforts

Outcome:Build a mini dashboard or reporting framework for customer analytics.

Module 5: Strategy Simulation & Final Presentations

• Applying what you've learned in a real-world simulation

• Group project: Build an acquisition + retention strategy for a mock business

• Presenting strategic recommendations with data

• Feedback, peer review, and instructor critique

• Wrap-up and action planning for participants’ real businesses

Outcome:Deliver a complete acquisition and retention strategy in a final presentation.