The Graduate Certificate in Customer-Focused Strategy

Customers are a company’s largest source of cash flow. To be successful at growing their customer base, firms need to go beyond marketing communication and focus on marketing strategy. This course will help participants take a strategic approach to understanding marketing. You will learn how to understand and articulate a marketing strategy plan that is based on customer value. You will also learn how to capture customer-value through strategic pricing, communicate customer value, measure customer value, and then define value for new products and technology. Each class will use lectures, cases, and in-depth discussions to deliver the concepts.

Overview

Who Should Attend

The course will benefit those who want to improve their strategic marketing skills beyond the communication and branding function.

Length of Program

Certificate – 7 days (5 modules over the course of 3 weekends)
Individual Modules - 2 days & 3 days

Cost

Certificate - $7,995
Individual Modules - $1,250 per day

The program fee includes all educational materials, instruction, breakfast, lunches, snacks, parking, a commemorative gift, and a certificate of completion.

Group Discounts

Groups of three (3) or more receive a 10% discount off the program cost. Line up your team now!

CPE Credits Are Available  

Program Focus

Understanding Customer Value & Firm Strategy

Module Learning Objectives:
  • Learn to focus firm resources in a profitable manner
  • Learn how to write a positioning statement that can focus a firm’s strategy to fulfill customer needs and extract customer value.
  • Understand the elements of delivering a positioning statement-based value to customers

Capturing Customer Value Through Strategic Pricing

Module Learning Objectives:
  • Understand how to develop pricing strategies based on customer value perceptions
  • Gain an understanding of behavioral elements of strategic pricing
  • Learn how to create and analyze pricing

Communicating Customer Value

Module Learning Objectives:
  • Learn to use the means-ends-chain to understand and communicate value
  • Develop communication strategies that resonate with customers
  • Understand the hierarchy-of-effects for communication success

Customer Analytics To Measure and Communicate Customer Value

Module Learning Objectives:
  • Develop an understanding of measuring, monetizing, and maximizing customer lifetime value
  • Learn to create importance performance charts to identify areas of importance
  • Learn to use customer satisfaction surveys to identify attributes and benefits that should become strategic priorities

Defining Value For New Products and Technology Commercialization

Module Learning Objectives:
  • Understand how to measure values from a customer’s point of view
  • Study how to estimate demand for new products using intentions surveys
  • Learn customer input in the product-commercialization process
 

Schedule of Modules

TBD
Understanding Customer Value & Firm Strategy
3 day Program – Vikas Mittal


TBD
Communicating Customer Value
1 day program – Ajay Kalra


TBD
Capturing Customer Value Through Strategic Pricing
1 day program – Utpal Dholakia


TBD
Customer Analytics To Measure and Communicate Customer Value
1 day program – Bob Westbrook


TBD
Defining Value For New Products and Technology Commercialization
1 day program – Amit Pazgal  

Faculty

Vikas Mittal
J. Hugh Liedtke Professor of MarketingJones Graduate School of Business 
Adjunct Professor of Family and Community Medicine
Baylor College of Medicine

Bob Westbrook
William Alexander Kirkland Professor of Management
Jones Graduate School of Business

Ajay Kalra
Herbert S. Autrey Professor of Marketing
Jones Graduate School of Business

Amit I. Pazgal
Professor of Marketing
Jones Graduate School of Business

Utpal Dholakia
Professor of Management
Jones Graduate School of Business