CRM and Marketing Course

Lesson 1 • Customer Data as a Strategic Asset

Explains how customer data fuels both CRM and marketing decisions. Introduces data types, sources, and quality standards.

Lesson 2 • What CRM Means for Business

Defines CRM as a strategy, process, and technology system. Anchors the chapter by showing how CRM drives revenue and retention.

Lesson 3 • CRM Technology Landscape

Surveys CRM platform categories and key features. Prepares learners to evaluate tools against business needs.

Lesson 4 • Aligning CRM with Marketing Goals

Maps CRM capabilities to marketing KPIs such as acquisition cost and lifetime value. Establishes the strategic link explored throughout the course.

Lesson 1 • Database Architecture for CRM

Introduces relational database concepts and CRM data models. Provides the structural knowledge needed before data entry and management.

Lesson 2 • Data Governance and Compliance

Addresses consent management, data retention policies, and privacy regulations. Ensures database practices meet legal and ethical standards.

Lesson 3 • Contact and Account Management

Explains how to organise contacts, accounts, and relationships within a CRM. Builds the operational foundation for sales and marketing workflows.

Lesson 4 • Data Collection and Entry Methods

Covers web forms, imports, API integrations, and manual entry. Ensures learners can populate a CRM accurately from multiple sources.

Lesson 1 • RFM Analysis for Customer Scoring

Teaches recency, frequency, and monetary scoring to rank customer value. RFM scores directly inform campaign prioritisation and budget allocation.

Lesson 2 • Building Dynamic Segments in CRM

Demonstrates how to create rule-based and auto-updating segments inside a CRM. Dynamic segments keep targeting current without manual list rebuilding.

Lesson 3 • Persona Development from CRM Data

Guides learners to synthesise CRM data into detailed buyer personas. Personas translate segment insights into actionable messaging strategies.

Lesson 4 • Segmentation Frameworks and Models

Introduces demographic, psychographic, behavioural, and geographic segmentation. Establishes the conceptual toolkit used in all subsequent targeting work.

Lesson 1 • Email Automation and Drip Sequences

Builds automated nurture sequences tied to CRM lifecycle stages. Automation reduces manual effort whilst maintaining timely, relevant communication.

Lesson 2 • A/B Testing and Optimisation

Explains how to design, run, and interpret email split tests. Optimisation loops improve performance metrics over successive campaigns.

Lesson 3 • Personalisation and Dynamic Content

Teaches merge tags, conditional content blocks, and behavioural triggers. Personalisation directly increases open rates and conversion.

Lesson 4 • Email Marketing Strategy Essentials

Covers campaign types, frequency planning, and list health management. Establishes strategic context before moving into execution tactics.

Lesson 1 • Testing, Monitoring, and Optimisation

Explains how to audit live workflows, identify drop-off points, and iterate. Continuous optimisation maintains automation performance over time.

Lesson 2 • Cross-Channel Workflow Orchestration

Coordinates email, SMS, ads, and CRM tasks within a single workflow. Orchestration ensures consistent messaging across all customer touchpoints.

Lesson 3 • Behavioural Triggers and Event-Based Automation

Covers website visits, form fills, and purchase events as automation triggers. Event-based automation delivers timely, contextually relevant messages.

Lesson 4 • Automation Strategy and Planning

Defines automation goals, trigger logic, and workflow mapping before building. Strategic planning prevents over-automation and poor customer experience.

Lesson 1 • Lead Qualification Frameworks

Introduces BANT, MEDDIC, and similar qualification models applied in CRM. Qualification criteria determine which leads receive sales resources.

Lesson 2 • Pipeline Stages and Deal Management

Defines pipeline stage logic, deal fields, and progression criteria. A well-structured pipeline enables accurate forecasting and coaching.

Lesson 3 • Lead Scoring and Prioritisation

Teaches explicit and implicit scoring models configured inside a CRM. Scores automate lead routing and focus rep effort on high-probability deals.

Lesson 4 • Lead Generation and Capture

Covers inbound and outbound lead sources and CRM capture methods. Establishes the top-of-funnel input that feeds the entire pipeline.

Lesson 1 • Loyalty Programme Architecture

Explains points, tiers, and rewards structures linked to CRM data. Programme design must align incentives with desired customer behaviours.

Lesson 2 • Customer Satisfaction Measurement

Covers NPS, CSAT, and CES surveys integrated with CRM records. Satisfaction scores feed retention workflows and product improvement cycles.

Lesson 3 • Churn Analysis and Prediction

Teaches how to calculate churn rate and identify early warning signals in CRM data. Churn prediction enables proactive intervention before customers leave.

Lesson 4 • Measuring Retention Programme ROI

Defines metrics for evaluating retention and loyalty programme effectiveness. ROI measurement justifies programme investment and guides optimisation.

Lesson 1 • Marketing Attribution Models

Explains first-touch, last-touch, linear, and data-driven attribution. Attribution models determine how credit is assigned to marketing touchpoints.

Lesson 2 • CRM Reporting Fundamentals

Covers standard CRM report types, filters, and scheduling. Foundational reporting skills underpin all advanced analytics work in this chapter.

Lesson 3 • Customer Lifetime Value Analysis

Calculates historical and predictive CLV using CRM transaction data. CLV analysis prioritises acquisition spend and retention investment.

Lesson 4 • Dashboard Design and Data Visualisation

Teaches how to build executive and operational dashboards with clear visual hierarchy. Effective dashboards accelerate decision-making at every management level.