About this course
You might have the data and the technology to track your best customers, but how can you meaningfully differentiate them from the rest? How do you align your operations around them? And how do you create and sustain competitive advantages from such practices? In this course, you’ll radically rethink how you develop and implement customer-centric strategies that you can apply to your existing customers today. You’ll also gain valuable insights into how to apply performance metrics and rethink product development processes in order to meet the needs of your most valuable customers.
This course is part of Wharton's Digital Marketing Professional Certificate. For more information, see here
What you'll learn
- Make an informed decision about whether, how, and when to invest in customer centricity
- Make the case for customer centricity in your organization
- Find a balance in your organization between customer-centric and product-centric efforts
- Decide what initial experiments your company should invest in to achieve customer centricity
- Choose metrics to gauge and guide ongoing customer-centric efforts
About this courseSkip Course Description
In this marketing course, you will learn how to price your offerings, as well as how to allocate your scarce marketing budget among different promotion vehicles to maximize their overall impact in the organization.
You will also learn how to select prices to maximize profits or fulfill other specific company objectives.
This course is taught by Stephan Sorger who has held leadership roles in marketing and product development at companies such as Oracle, 3Com and NASA. He has also taught for over a decade at UC Berkeley Extension and is the author of two widely adopted marketing textbooks.
This course will equip you with the knowledge and skills necessary to immediately see practical benefits in the workplace. Analytics-based marketing is increasingly important in determining a company’s spending and ROI. Many entry-level positions in marketing now require some basic level of knowledge in this rapidly growing field.