Course Description

This course focuses on teaching entrepreneurs how to create, communicate and deliver value to customers while managing customer relationships in ways that benefits the business. The course covers the formulation and implementation of the elements of marketing strategy through the application of concepts of marketing, branding and decision tools.  The course teaches entrepreneurs how to strategize in a competitive market through marketing communications and brand enhancement. Entrepreneurs will learn how to use analytic tools to apply strategy and tactics for marketing, branding, online presence (domestic and globally), and pricing.

Learning Outcomes

Upon completion of the course, entrepreneurs will be able to:

1. Understand the customer needs you are meeting and develop marketing strategies for a digital environment. Understand how to use the customer journey map to increase engagement and sales
2. Leverage social media to support marketing decisions, analyze markets, and gain insight into consumer behavior
3. Understand how to access online markets
4. Develop pricing strategies through price-quality, product development, loyalty programs, forecast sales, and development of pricing and promotions

Syllabus

• Module 1: Understanding your customers and the problem you are solving for them
• Module 2: Access to online markets – understanding how to effectively use online marketplaces to enhance your online value
• Module 3: Understanding Pricing, Sales, and Distribution – developing pricing and sales for your product or service, and understanding the best path of distribution for your product