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Participants will
learn marketing both as a set of tools for facilitating transactions or
responding to change, and as an approach for defining products and
markets to produce sustainable competitive advantage. They will investigate
strategic marketing in terms of innovation, calculated risk-taking, resource
leveraging, strategic flexibility, customer intensity, and the creation of
industry change. The course will address the need to accomplish marketing
activities under severe time, budget and murky marketing information
constraints.
By the end of this course, you will be able to:
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identify
reliable, valid approaches to identifying customer needs
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conduct
market research pertinent to the participants’ entrepreneurial ventures
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apply
entrepreneurial thinking to market segmentation and targeting decisions
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formulate
product/service, price, promotional and distribution strategies and action
plans
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design
creative approaches to marketing communications
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focus
marketing programs on niche markets with limited resources
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