Entrepreneurs naturally tend to gravitate to product development and in the process can overlook the benefits and minimize the challenges of consistent and comprehensive customer management. This new self-paced e-learning course looks to apply to the discipline of customer management the same elements of entrepreneurial thinking that are commonly applied to product innovation.

This unique course examines the benefits of comprehensive customer management through the use of five case studies involving ancient Roman entrepreneurs. Four of the five entrepreneurs achieved great success by focusing their talents for innovation on the customer more so than their products. Each case study presented will analyze the ancient businessperson’s approach to dealing with their customers and insights gained will be extrapolated to the modern business world. At the conclusion of every module, participants will be tasked with applying the lessons learned to a modern market situation.

Customer management demands much more than a tweet, an apologetic email, text, or a posted press release on the home page of a supplier’s website – good customer management requires the ongoing application of entrepreneurial thinking. Study this course to learn ancient techniques that can be applied to today's business world.