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Course Description

The focus of the course will be on creating a marketing mindset and approach that is fundamentally grounded in an understanding of the customer:  his/her needs, wants, desires, dreams, frustrations, and potential aspirations related to a product or service area.  The course will address the methodologies of understanding customer identity, segments, value and behavior.  It will include the fundamental disciplines of segmentation, targeting, and positioning.  It will cover the elements of the marketing mix and the ever-evolving toolkit available to the marketing practitioner with which to approach the customer. The approach of the course is to provide exposure to multiple examples of marketing in action across a spectrum of categories and to gain hands-on experience through the mechanism of a series of cases have been chosen to highlight the issues. A wide variety of topics as well as geographical areas are covered.

Course Objectives

Upon completion of this course, successful students will be able to:

  • Describe a marketing mindset and approach that is grounded in an understanding of the customer and its application to a product or service area
  • Describe customer identity, segments, values, and behavior
  • Define and analyze elements of the marketing mix
  • Conduct segmentation and SWOT analyses
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