Marketing Fundamentals: Who Is Your Customer?
School: Babson College
Registration Link: REGISTER HERE
Start Date: April 25, 2017 (4 Weeks Long)
Workload: 4-6 Hours Per Week
Instructors: Gary Ottley and Anjali S. Bal
Credentials: Ottley has taught courses in marketing, analytics, and branding at Babson College since 2008. Holding an MBA from Babson College and a Ph.D. from Bentley University, Ottley worked in consulting and project management before entering academia. Bal, an assistant professor at Babson, focuses on social media and the connection between art and marketing in her research. Her most recent research has appeared in Product and Brand Management.
Graded: Students who successfully complete the course can purchase a signed verified certificate for $49.
Description: Entrepreneurs have little room for error. With scarce resources and minimal name recognition, they need to get it right the first time. That doesn’t just apply to the solution they’ve created, but also to how they position it in the marketplace. Saddled by limited time and budgets, entrepreneurs must precisely pinpoint the most receptive and profitable segments to serve as the cornerstones of their customer bases.
This course looks at marketing basics from the perspective of a startup, with a special emphasis on strategy. Over this month-long course, students will examine ”how segmentation, targeting and positioning methods can be used to acquire customers; how to use the marketing mix (product, price, promotion and place); Consumer behavior and how [students] can leverage market data to grow [their] business; and how to use marketing strategies to position a company for maximum value creation.”
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