At the end of the day, every company in the world succeeds or fails because of the decisions that their prospective customers make to either buy or not buy their products. But in the boardroom, the customer is not front and center.... and extensive research has revealed that too often their perspectives are also absent.
Using a combination of class case studies and your own independent study, you will learn how to tap into and deeply understand the mindset of current and prospective customers (both B2B and B2C), how those mindsets link directly to the financial performance of the enterprise, and how to translate those insights into implications that drive improved financial performance for the enterprise.
Whatever your career goals – whether you aim to be a marketer, a line manager, an entrepreneur, a consultant, a banker, an investor, or something else – this course will give you an invaluable lens on the world of business that will enable you to add significant value to your company.
Mary Egan was a Columbia Business School faculty member from to 2013.