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.
Please contact Tanara Landor at 713-348-4313 for more information.
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
September 19-21, 2013
Understanding Customer Value & Firm Strategy
3 day Program – Vikas Mittal
October 24, 2013
Communicating Customer Value
1 day program – Ajay Kalra
October 25, 2013
Capturing Customer Value Through Strategic Pricing
1 day program – Utpal Dholakia
November 14, 2013
Customer Analytics To Measure and Communicate Customer Value
1 day program – Bob Westbrook
November 15, 2013
Defining Value For New Products and Technology Commercialization
1 day program – Amit Pazgal
Faculty
Vikas MittalJ. Hugh Liedtke Professor of MarketingJones Graduate School of Business
Adjunct Professor of Family and Community MedicineBaylor College of Medicine
Bob WestbrookWilliam Alexander Kirkland Professor of Management
Jones Graduate School of Business
Ajay KalraHerbert S. Autrey Professor of Marketing
Jones Graduate School of Business
Amit I. PazgalProfessor of Marketing
Jones Graduate School of Business
Utpal DholakiaProfessor of Management
Jones Graduate School of Business