Customer Insights and Marketing Strategy for Managers

3 Credits

This course presents principles, tools, and techniques to understand customers and the marketplace that enable marketers to create, communicate, and deliver superior value to all stakeholders. Select topics include segmenting and targeting prospective customers, assessing competitors, positioning offerings, managing customer relationships, and creating lifetime value. Building on the fundamentals, more advanced conceptual frameworks, analytical tools, and contemporary perspectives for managerial decision-making will be applied to effectively develop and manage new and existing customer offerings in the increasingly data-rich environment. Prerequisites: MGT 431 Can be taken Concurrently: MGT 431