ENTR 335 - Customer Acquisition and Insights

Prerequisite for business of entertainment minor, ENTR 300. Prerequisite for entrepreneurship minor or entrepreneurship emphasis in business administration, ENTR 310 with a minimum grade of C-. Entrepreneurs and operators must understand the correct strategies and methods used to acquire customers, particularly in the early stages of a company. Whether it is through outbound or inbound marketing to acquire customers, upselling products or services by introducing, or retaining customers by providing consistent services, it is crucial for a company to understand consumer behavior. Students will cultivate a way of thinking that will help them navigate the ever-shifting digital landscape. They will learn how to use various traditional and digital marketing techniques, including: content marketing, search, digital and social media advertising, social advocacy and influencer marketing, mobile apps, personalization and digital loyalty programs, conversational marketing, location-based, omni-channel marketing, freemium strategies, and the use of web analytics for tracking customer acquisitions and conversion. The class will also cover metrics such as CAC (Customer Acquisitions), LTV (Long-Term Value), Win/Loss Ratios, cohort analysis, and churn to gain a deeper understanding of their customer acquisition funnel as well as a company’s ability to retain customers. Letter grade. (Offered every year.) 3 credits