In order to compete in an ever-changing market, business leaders must assess and respond to consumer needs and wants. Marketing is a means of creating value for consumers and engendering loyalty and enthusiasm for your product or service.
If you’re starting or running a business, identifying and targeting your consumers is the single most important decision you can make. Business leaders often wrongly believe that every customer is a good customer. This is not always the case; knowing which customers to let go of is just as important as finding customers. In this marketing course, you will learn how to assess the value you provide to the consumer as well as the value the customer offers your business.
The course will also provide you with a toolkit you can apply to real world situations. Topics include:
- the marketing mix
- targeting and positioning
- marketing strategy
- consumer behavior
Marketing is often an afterthought for entrepreneurs as they focus on getting their venture off the ground. You will learn how marketing is a vital part of launching a successful business, and for keeping one running, and how marketing concepts can be applied to entrepreneurial situations. By the end of the course, you will be thinking about marketing strategically in order to grow your business, rather than as a tactical cost.
This course is part of the Business Principles and Entrepreneurial Thought XSeries.
- 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 you can leverage market data to grow your business
- How to use marketing strategies to position your company for maximum value creation
Anjali S. Bal is an Assistant Professor of Marketing at Babson College (USA). Prior to joining Babson College, Anjali was an Assistant Professor of Marketing at Dominican University of California (USA) and a lecturer at the Beedie School of Business at Simon Fraser University (Canada). Anjali was nominated as teacher of the year for all of Dominican University of California in 2013-2014 and was rated in the top 10% of teachers at Simon Fraser University in 2011, 2012.
Anjali’s research has been published in such journals as: the Journal of Consumer Behavior, Business Horizons, the Journal of Public Affairs, and the Journal of Marketing Education. Additionally, she has published a case study with Ivy Publishing and a book chapter through Routledge. She has a forthcoming article in the Journal of Advertising Research. Primarily Anjali’s research focuses on art, politics and social media.