Marketing: Understanding Your Customers
School: IESE Business School
Registration Link: CLICK HERE
Start Date: June 2016
Workload: Not Specified
Instructor: Mario Capizzani
Credentials: Capizzani is a lecturer of marketing at IESE Business School, where his areas of expertise include decision sciences, marketing and pricing strategy, marketing research, sales force management, and customer relations. He holds a Ph.D. from the University of California at Berkeley.
Graded: Students can choose to explore course videos, discussions, and ungraded assignments for free, but they won’t be able to submit graded assignments, earn a certificate, or complete a specialization without paying a $79 per course fee.
Description: Why do customers choose one product over another? Is it price? Do these decisions stem from a unique proposition or promotion? Or, are they based more on relationship or salesmanship? In many ways, it is a combination of all of the above. If you miss on strategy, you’ll fail to attract the right customers. If your product doesn’t consistently deliver, word of mouth will undercut any brand building you do.
As part of this introductory course, students will explore the broad spectrum of marketing basics, including “segmentation, targeting and positioning; the 4 P’s (product, price, place and promotion), and branding and communication strategies.” The course will conclude with students using what they learn to write a marketing plan.
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Additional Background: This course is the first part of a “Foundations of Management” specialization, a four course series that includes areas like finance, marketing, and organizational behavior. To learn more about these courses and register for them, CLICK HERE.