fullscreen background
Skip to main content

Winter Quarter

Winter Registration Opens Nov 29
shopping cart icon0

Courses

« Back to Professional & Personal Development

BUS 297 — Creating Customers for Life: How to Understand, Measure, and Drive Loyalty

Quarter: Winter
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Jan 25—Mar 15
Time: 7:00—8:50 pm (PT)
Refund Deadline: Jan 27
Unit: 1
Tuition: $545
Instructor(s): Liz Berman
Class Recording Available: Yes
Status: Registration opens Nov 29, 8:30 am (PT)
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet over 8 Tuesdays, January 25 - March 15, from 7:00 - 8:50 pm (PT).
DOWNLOAD THE SYLLABUS » (subject to change)
Winter
Live Online(About Formats)
Tuesdays
7:00—8:50 pm (PT)
Date(s)
Jan 25—Mar 15
8 weeks
Refund Date
Jan 27
1 Unit
Fees
$545
Instructor(s):
Liz Berman
Recording
Yes
Registration opens Nov 29, 8:30 am (PT)
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet over 8 Tuesdays, January 25 - March 15, from 7:00 - 8:50 pm (PT).
DOWNLOAD THE SYLLABUS » (subject to change)
You’ve spent time, effort, and money acquiring new customers…but how do you ensure they stick with you? This course will provide practical guidance on how to understand, measure, and grow loyalty to create customers for life.

The course will first ground students in the concept of customer lifetime value (CLV), explaining what it is, why it matters, how it’s measured, and why companies like Netflix and Amazon use it as a lens for decision-making. Next, we will explore how businesses learn about their customers, gather feedback, and understand customer needs, and you will learn how to use tools like Customer Journey Mapping and Net Promoter Score (NPS). Following this, we will explore ways that data science and analytics help managers understand customer behavior, and how membership, subscription, and loyalty programs enable businesses like Stitch Fix and Starbucks to create “sticky” business models that drive loyalty. Finally, we will explore how brands create true zealots and how, by virtue of their engagement with brand-advocacy tactics like social media, user-generated content (UGC), ratings, reviews, and referrals, these brand advocates drive tremendous value back to the brand.

This course is relevant to those in marketing, product management, and general management, or anyone interested in these fields. The format will include interactive lectures and discussions, case studies, and guest speakers from leading companies.

LIZ BERMAN
Marketing and Strategy Consultant; Founder and Principal, LKB Consulting

Liz Berman has held leadership roles in loyalty, insights, customer relationship management (CRM), customer experience, and digital experience at PepsiCo, Albertsons/Safeway, Peet’s Coffee, and Rodan + Fields, among others. She is now in private practice. She received an MBA from Harvard.

Textbooks for this course:

(Required) Robbie Kellman Baxter, The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue, 1st ed. (ISBN 978-0071839327)
(Recommended) Various, Harvard Business Review on Increasing Customer Loyalty, 1st Edition (ISBN 978-1-4221-6252-1)