Creating Effective Customer Acquisition Strategies

(BUS 186)

What determines whether or not your product proves to be a hit in the marketplace? The key is an excellent customer acquisition strategy that targets the right customers in a cost-effective way. As you would expect, this could include the usual product launch that gets the word out and persuades new customers to buy. But the most effective and innovative acquisition strategies extend beyond the launch. A more robust strategy encompasses an end-to-end customer focus: understanding what your target customer really wants, developing products that the target customer will embrace, designing compelling marketing communications, and delivering satisfying customer experiences. By delighting your new customers, you create natural word of mouth to acquire even more customers. Whether you are a marketing manager, engineer, or entrepreneur, this course will help you improve your customer acquisition strategy. We will focus on consumer-oriented businesses and will have guest speakers, exercises, and case study examples.

Suzanne Taylor, Marketing Consultant

Suzanne Taylor helps companies acquire more customers, create great products, and improve customer retention. Her area of expertise is building businesses through customer-driven innovation. Through her work at Intuit and the Clorox Company, Taylor led product teams through the full development lifecycle and managed all elements of the marketing mix, both online and offline. She co-authored Inside Intuit: How the Makers of Quicken Beat Microsoft and Revolutionized an Entire Industry. She received BA and MBA degrees from Stanford.