Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Learn how organizations deliver, communicate, and sustain customer value through effective marketing and relationship management strategies. This course explores distribution, promotion, customer relationship management, and execution practices that help businesses strengthen customer engagement and maintain long-term market success. You will develop practical skills in designing place and promotional strategies that align with customer expectations and business objectives. The course also examines how customer relationship management supports loyalty, retention, and long-term growth while improving strategic execution across marketing operations. What makes this course unique is its focus on connecting value delivery with relationship-building and strategic implementation. By combining marketing theory with practical business applications, the course prepares learners to apply customer-focused strategies in real-world organizational settings. This course is ideal for marketing professionals, business learners, entrepreneurs, and customer experience specialists seeking to improve marketing execution and relationship management skills. Basic business or marketing knowledge is recommended, but no advanced experience is required. Packt is one of the world's most prolific publishers of cutting-edge technical content. For over two decades, Packt has helped learners build practical skills through expert-led educational resources focused on real-world applications. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2023 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

Place Strategies: Delivering the Value Proposition

This module explores the complexities of global supply chains, focusing on regulatory compliance, logistics management, and strategies for delivering value to consumers. Learners will examine key supply chain objectives, integration decisions, and performance metrics, while gaining insights into retail and demand-based strategies. Practical tactics for transparency, traceability, and consumer connection are also discussed.

Promotional Strategies: Advocating the Value Proposition

This module guides learners through the process of developing effective promotional strategies by examining external and consumer influences, setting SMART promotional objectives, and selecting appropriate tactics. Learners will explore how to align promotional efforts with market demands and product life cycle stages, with a focus on engaging stakeholders and supporting sustainable economic development.

Customer Relationship Management: Developing and Growing Customer Relationships

This module delves into strategies for building and sustaining strong customer relationships by leveraging customer insights, trust, and digital tools. Learners will explore the importance of customer satisfaction and loyalty, examine the mechanics of managing relationships, and assess the long-term value customers bring to organizations.

Facilitating Successful Strategy Execution

This module examines the practical steps and frameworks necessary for effective strategy execution, including budgeting, ESG integration, transparency, and stakeholder engagement. Learners will explore real-world examples, such as BMW's customer engagement programs, and discover how to adapt strategies in response to challenges. The module also covers the importance of leadership, third-party certifications, and legal considerations in ensuring successful outcomes.