This course will introduce you to the principles of advanced marketing strategy and how firms such as Procter & Gamble, Coca-Cola, Unilever, Nestle, and Sephora practice them today. We will assume that one size does not fit all and that value creation involves understanding and catering to different consumer segments.
Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer driven marketing remain essentially the same; we will discuss how great marketing, including digital programming, is driven by a sound understanding of consumer segmentation and distinctive product benefits.
This course is relevant for students interested in driving consumer demand regardless of career path. There are no prerequisites.
Key Concepts Taught in This Course:
- Category and Competitive Dynamics
- Consumer Segmentation
- Commercial Strategy and New Product Innovation
- Interactive Marketing, Social Media, and CRM