Succeed with Customers

By putting customers front and center, can companies pull ahead—and stay ahead—of their rivals? Understanding who your customers are and how their needs change allows you to deliver superior value that competitors cannot easily copy. By mastering the way you communicate that value, you ensure your products and services resonate deeply and win over your target audience. In this course, you’ll explore how to learn about your customers to better meet their needs and use customer knowledge to deliver additional value. You’ll find out how to build a customer-focused team and foster a marketing orientation that shifts your mindset from selling products to solving problems. Finally, you’ll develop the skills to research and identify target customers, develop a marketing strategy, and implement a marketing plan that effectively reaches both local and global customers

• Learn deeply about customers and identify ways to deliver additional value
• Develop a customer-focused team by empowering employees
• Appraise market data to research target customers and foster a marketing orientation across the organization
• Formulate and implement a marketing plan that aligns the marketing mix to reach global customers

• Basic familiarity with the topic and its common terminology
• Readiness to practice through applied exercises or case-based work