This course is designed to give you a good understanding of how marketers develop an understanding of customer value and use that understanding to make sound marketing decisions. The focus will be on understanding the basic concepts and application of marketing for customer value in the form of case analysis, discussion of real-world examples, and development and presentation of marketing strategies. The course will emphasize the following key elements: (1) Customer Analysis: Issues of focal concern include analysis of customer value, segmentation analysis, target market selection, and value proposition or product positioning, and customer satisfaction; and (2) Marketing Decision Making Process: This process enables the marketing manager to systematically organize the relevant issues to make appropriate marketing strategy decisions based on analysis of the market situation. The major emphasis of this process will be on application of the relevant marketing tools of analysis to the marketing decisions. Financial analysis of marketing decisions will be stressed.
