Marketing Fundamentals: Who Is Your Customer?

ABOUT THIS COURSE

To compete in a rapidly changing market, business leaders must evaluate and respond to consumer needs. Marketing is a way to create value for consumers and increase loyalty and enthusiasm for your products or services.

Identifying and engaging your customers is the single most crucial decision you will make while beginning or running a company. Business executives sometimes assume, incorrectly, that any customer is a nice customer. This is not always the case; deciding which consumers to lose is just as vital as finding new ones. This marketing course will teach you how to evaluate the value you provide to the consumer as well as the value the customer provides to your company.

The course will provide you with a principles that you can use in real-life scenarios. Among the topics covered are:

• the marketing mix
• marketing strategy
• segmentation
• consumer behavior
• targeting and positioning

For entrepreneurs, marketing is usually an afterthought because they are focused on starting their own business. You can understand how marketing is important for starting and running a profitable enterprise, as well as how marketing principles can be extended to entrepreneurial circumstances. At the end of the course, you will be thinking about marketing strategically to help your company expand, rather than as a tactical expense.

WHAT YOU WILL LEARN

• How segmentation, targeting, and positioning can be used to gain customers
• How to use the marketing mix: feature, price, promotion, and position
• Consumer behaviour and how to use consumer data to grow your company
• How to use marketing tactics to position the business for full value generation