Achieving Customer Centricity

Some marketers still take an inside-out approach to their marketing, that starts with what their products are all about and what they can offer. This course will focus on the critical importance of placing the consumer at the center of all aspects of the market research and data analysis process, and thus driving marketing decisions that focus on the consumer and increase the likelihood of positive business outcomes. Students will develop an understanding of how the brand fits within the competitive landscape, who the core consumers are, and the value a brand brings to its consumers.  This course also covers how to identify current cultural and environmental trends impacting how customers operate and how a brand should be positioned relative to consumer needs.  Students will also understand how to adjust the marketing/ advertising as needs of the customers change, and learn how to create and cultivate an organization culture of consumer centricity.

There are 7 live remote 60-minute sessions.  Students must attend 4 of the 7 sessions. In the Summer 2024 academic semester, this course's live sessions will be held on Tuesdays from 7 - 8 PM.