ENT. VAL.CREAT. THRU CUST. INT

Catalog description

Creating Value through Customer Intimacy is a high-impact, venture-building course that teaches students how to transform deep customer insights into scalable growth systems. Utilizing the Need-Opportunity-Solution (NOS) and Jobs-to-Be-Done frameworks, students will define precise Ideal Customer Profiles and design evidence-based positioning through rapid, ethical experimentation. This applied lab moves beyond theory as students run live acquisition sprints-leveraging the AAARRR funnel (also known as "Pirate Metrics," a five-stage framework designed by Dave McClure: Awareness-Acquisition-Activation-Retention-Referral-Revenue) to test SEO (search engine optimization), paid campaigns, and outbound sales-while mastering core unit economics like CAC (customer acquisition cost) and LTV (lifetime value). Students will instrument analytics dashboards to diagnose performance and refine multi-channel go-to-market strategies. By the end of the semester, students will produce in teams a comprehensive Customer Intimacy Playbook and a professional pitch, demonstrating the ability to communicate traction and scale ventures with ethical, data-driven confidence.