Short course

Managing Customers for Competitive Advantage


Please note: This course has been discontinued and will not run in 2019 or 2020.


This course focuses on how to manage customer acquisition and retention to improve overall business performance. In particular it addresses this issue of managing customer relationships profitably, and how to create and maintain customer loyalty over time. The course examines methods for building customer loyalty, ways of nurturing trust and commitment, strategies to enhance customer relations, and ways of communicating effectively with customers. The first half of the programme lays the foundations for understanding customer behaviour, customer focus and loyalty. The second part focuses on the specific tools that can help build customer intimacy and turn transactional customers into loyalists who, through their word of mouth and referrals, can operate as advocates of the firm.

Intended learning outcomes

On successful completion of this program, students should be able to:

  • analyse customer segments to be able to craft compelling value propositions;
  • Understand the importance of taking an organisation-wide perspective on creating value;
  • examine critical issues associated with how strong customer relationships are built and managed over time;
  • respond to the customer acquisition and retention activities of competitors;
  • explain why some customers are more profitable than others;
  • understand how customer loyalty can be measured;
  • better understand the link between customer loyalty and financial returns;
  • know what skills are required to recover from service failure

Generic skills

  1. Capacity to analyse and synthesise information and develop strategies.
  2. Critical thinking and problem solving skills.
  3. Written skills in the preparation of high quality reports.
  4. Oral skills in the presentation of analyses.
  5. Application of analytical and measurement skills.

Before you apply

  1. Check you meet the entry requirements
  2. Decide which study mode you are applying for and note the course code
  3. Note the subject code for the subject you're applying for.

How to apply

  1. In the application portal, search and apply for course code relevant to the study mode you wish to enrol in
  2. Choose the study period you're applying for
  3. Enter all details about the subject you’re applying for (including the subject code MGMT90162 and name)
  4. Attach any necessary documents to satisfy entry requirements
  5. Check all details, agree to the terms and conditions and submit your application.

Apply now

Study modes

Study modeDescriptionCourse code
Assessed mode Your work will be graded and you will receive an official transcript for your studies. If you intend to credit your single subject towards future study, you must choose the assessed mode. NA-CAPMCP
Non-assessed mode You are not required to complete assessments, your work will not be graded and you will not receive a transcript. NA-AUDITMC

Entry requirements

Please note: Entry requirements only apply to the assessed study mode.

  • An undergraduate degree or equivalent qualification, plus at least three years of documented, relevant professional experience; or
  • 10 years of documented, relevant professional experience that demonstrates the capacity to successfully undertake the course.

This course is available for domestic students (Australian or New Zealand citizens, Australian permanent residents and Australian permanent humanitarian visas).


Please note: Assessment only apply to the assessed study mode.

  • Each subject is formally assessed to meet the accreditation requirements of the University of Melbourne and designed to be practical and relevant to industry professionals.
  • For scheduled dates and assessment details, refer to the relevant subject in the course structure above. Assessments are to be submitted within four weeks from the on-campus participation.

Payment options

  • To pay by credit card, please enter your card details at the checkout screen when booking into the course.
  • To pay by invoice, please contact student support.
  • If you are experiencing any difficulties with the checkout process, please contact student support.

Upcoming sessions

Upcoming dates for this course are yet to be announced.

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Register your details and we will email you about future intakes.

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