COURSE DESCRIPTION
The Customer Relationship Management for Marketers course is a twelve-week program designed to teach students how businesses attract, retain, and grow their customer base using modern CRM systems and strategy. This course is built for students who want to move beyond one-off campaigns and understand how to manage the full customer lifecycle.
The course begins with the fundamentals of CRM strategy — understanding the customer journey, lead scoring, and why customer retention is typically far more cost-effective than customer acquisition.
In the early weeks, students get hands-on experience with a leading CRM platform (such as HubSpot or Zoho CRM), learning how to organize contacts, manage sales pipelines, and automate follow-up communication.
As the course progresses, students learn segmentation and personalization techniques, building targeted email and messaging workflows based on customer behavior, purchase history, and engagement level.
Midway through the course, the focus shifts to customer retention strategy, including loyalty programs, churn analysis, and how to identify at-risk customers before they leave.
Students then explore CRM reporting and analytics, learning to track customer lifetime value (CLV), pipeline conversion rates, and marketing-to-sales handoff quality using dashboards built directly inside the CRM.
The course concludes with a capstone project where students design and implement a complete CRM workflow for a business scenario — from lead capture through to a retention campaign — demonstrating their ability to manage customer relationships end-to-end.
CERTIFICATION
The Customer Relationship Management for Marketers course is designed to build practical, job-ready CRM skills for marketing and sales roles. Over twelve weeks, students progress from CRM fundamentals to designing complete customer lifecycle workflows.
LEARNING OUTCOMES
– Understanding of CRM strategy and the full customer lifecycle from lead to loyal customer.
– Practical proficiency in setting up and managing contacts, pipelines, and automations within a CRM platform.
– Ability to design segmentation and personalized messaging workflows based on customer behavior.
– Skills in customer retention strategy, including churn analysis and loyalty program design.
– Experience building CRM reports and dashboards to track customer lifetime value and pipeline performance.
– Ability to design and implement a complete, end-to-end CRM workflow for a real business scenario.
Through this course, students gain the skills needed to take on marketing and sales support roles that require managing customer relationships and CRM systems professionally.
