Program Requirements - Marketing Strategy 1 – Creating and Leveraging Customer Value BUSI 6451   Marketing Strategy 1 – Creating and Leveraging Customer Value
CREDIT HOURS: 1.5
Firms have to make decisions about whether to consolidate, retrench, expand or diversify their customers, markets, and offerings. In other words, a challenge for all firms is supporting and accelerating sustainable firm growth (in revenues and profits). Creating and leveraging customer value is one of the keys to growth and the focus of this course. Fast growing companies (gazelles) are exceptional in terms of their performance, and they present business models to be followed. Tin particular, they have a clear market vision, and they are customer obsessed creating superior value for their customers far beyond that of other competitors in the marketplace. Their close relationships with customers often enable them to continuously innovate, often in close collaboration with their customers. Their deep knowledge of customers’ needs reduces their innovation risk since products and services are often designed in partnership with customers to solve their challenges. This is a case-based course. Students will assume the role of marketing managers faced with formulating and implementing strategic decisions around customer value creation which in turns lead to their ability to grow the company.
FORMAT: Lecture