Marketing | Course

Driving Customer Value

Going to Market with a Customer Focus

With Driving Customer Value, learners will reach beyond traditional marketing methods. Leaders will be equipped with modern concepts and tools to effectively collect, analyze and respond to customer metrics and build a customer-centric strategy designed to win in an ever changing and highly competitive business landscape.

Through the perspective of customer value, learners will be better positioned to improve their organization’s focus on customers. This course enables learners to explore and define customer value and competitive advantage within their organizations, and learn how to communicate that value to stakeholders.

Download the Course Overview

Learners Will:

  • Articulate a clear, coherent value proposition for their product offering
  • Demonstrate why customers should buy from them rather than from their competition
  • Develop a customer-centric mindset

Developed in Partnership With:


Authors

John Branch

Professor of Marketing and Strategy, Ross School of Business at the University of Michigan and Faculty of the John M. Olin School of Business at Washington University

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